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Since launching in 1989, Lexus has been redefining luxury in the automotive world. As a global lifestyle brand, Lexus challenges conventions with a bold approach to design, exceptional craftsmanship and advanced technology. Offering a full range of premium vehicles — including sedans, coupes and SUVs — Lexus continues to push the boundaries of what luxury can be.

The legacy Lexus Europe website had been primarily designed for self-serving audiences. For consumers who are new to the brand, that could be an overwhelming experience.

The Lexus Europe team knew there was a better way to get these visitors the information they need. They recognized this as the opportunity to build an improved digital experience to engage potential customers, move them through buying journeys more smoothly, and ultimately drive conversions and leads from the website.

At Lexus we are obsessed with the customer. Anything that can help to offer better customer experience, either at the retailer or on the website, is fully aligned with our values. We call it Omotenashi. It's a Japanese term meaning the art of hospitality, where we're trying to anticipate customers’ needs and answer exactly what they are looking for.

— Loïc Charlon, Senior Manager, Lexus & Kinto Digital Experience

To make Lexus more approachable, we built an intelligent, intuitive digital concierge. This isn’t a chatbot. It’s an AI-powered guide that helps users navigate the website with ease.

Whether a prospective buyer or a returning customer, visitors can ask questions, and the AI Concierge will deliver tailored, easy-to-digest responses using Lexus data from multiple sources.

Beyond simply answering questions, the AI Concierge presents comparisons, lists and tables, automatically selecting the most useful format. It also integrates a built-in color selector, allowing users to visualize different car colors in real-time.

Most importantly, it helps guide users to their next step, whether that’s exploring model details, booking a test drive or finding a dealership.

Under the hood, the AI Concierge leverages retrieval-augmented generation (RAG) to pull in relevant Lexus knowledge, refining user queries before passing them to a large language model (LLM). This ensures responses are accurate, structured and engaging. Strict guardrails prevent personal data processing, while a tone-of-voice guide keeps interactions polished and on-brand.

We plan to test and roll out the AI Concierge iteratively across models in the Lexus fleet. First up: the subcompact luxury crossover Lexus LBX, named 2024 Car of the Year by British automotive magazine What Car?

For the first time ever, by leveraging AI and our long-standing partnership with Valtech, we have been able to deliver true digital Omotenashi to our Lexus customers through the innovation of the LBX AI Concierge. Not only will it improve the digital experience for our customers, but it will also help increase conversion for the business.

- Christophe Meulemans, Manager, Lexus Digital Experience