Emergent Tech

Artificial Intelligence

AI researcher pulls best Blue Steel in Yves Saint Laurent fragrance ad

There's a lot more to life than being really, really, ridiculously good looking – yep, it's AI

By Kat Hall


An AI researcher has taken time out of his busy schedule to appear in an ad for Yves Saint Laurent's scent for men called Y.

Alexandre Robicquet appears in a video for the fragrance, which opens with him riding to his office on a motorbike. Of course.

He then fiddles with his pen, while moodily gazing at a bit of code with the voice over telling viewers: "Why? It makes everything possible."

After a hard day rearranging printouts on the floor, it adds: "Why can break down walls" before Robicquet struts his stuff on stage, at what looks like some kind of TED Talk. "Everything starts with a Why."

Alternatively: "Moisture is the essence of wetness, and wetness is the essence of beauty."

Robicquet is a researcher in machine vision who works in the lab of Google X founder Sebastian Thrun. He is fronting the campaign along with rapper Loyle Carner and sculptor David Alexander Flinn.

But as some folk have pointed out, the fact that Robicquet's (full-time?) job of AI researcher is mentioned in the advert might suggest AI has become a tad overhyped.

In any case, I'm sure we can all agree that an AI researcher's life is a precious, precious commodity, and there is more to life than being really, really, ridiculously good looking. ®

Sign up to our NewsletterGet IT in your inbox daily


More from The Register

Chip-for-tat escalates: Qualcomm's billion-Euro bond to block Apple iPhone sales in Germany

Some mobes off the shelves pending appeal in international patent battle drama

Holy smokes! US watchdog sues Elon Musk after he makes hash of $420 Tesla tweet

Updated What goes up, Musk come down, says SEC: Now CEO may have to pay high price

Elon Musk says he's not Satoshi Nakamoto and is pretty rubbish at Bitcoin

He had some once, but lost them down the back of the sofa

Elon Musk's Tesla burns $675.3m in largest ever quarterly loss

$250k went into orbit with that Roadster

Siri, how do you wipe that smug smile from Qualcomm's face? Apple wins patent skirmish with chip nemesis

Four of eight lawsuits brought by Qualy against iGiant booted out of German court

What does Elon Musk really need? A personal theme tune, of course!

Do not adjust your set, you are not watching The Day Today

Elon Musk, his arch nemesis DeepMind swear off AI weapons

Thousands of researchers sign pledge to not develop lethal AI

Elon Musk offered no salary, $55bn bonus to run Tesla for a decade

All he has to do is make Tesla the third-most valuable company and vastly increase revenue

Oh, and another thing, Qualcomm tells court: Apple handed Intel our chipping source code

Cupertino: If you've got any evidence, bring it

Elon Musk invents bus stop, waits for applause, internet LOLs

But it's underground!