• by Joe Mandese , 5 hours ago

I recently stumbled upon my old owner's manual for my 1964 Dodge Dart and was tickled by -- just like the model's slant six engine -- how simple it was. More of a pamphlet, really.

I bring this up, because even as cars have become simpler to drive, their owner's manuals have grown increasingly complex -- often comprised of multiple volumes -- all of which can be difficult, maybe impossible, to read. Thanks to Audi and its agency Ogilvy, that may be a thing of the past.

The team worked with computervision tech developer Roboflow, utilizing advanced object-recognition features to transform any visible object in an Audi vehicle into a virtual owner's manual simply by pointing your cell phone camera at it.

The new tool, dubbed the "Audi Reader," is integrated into Audi's "myAudi&Me" app, transforming every object into a digital manual.

Ogilvy's brief for developing the app came from a consumer insight that 68% of Audi drivers are unaware of many of their car's functions.

"Our goal with Audi Reader was to simplify the driver's interaction with their vehicle," explains Ogilvy Barcelona Innovation & Technology Partner Lorenzo Spadoni, adding: "We applied artificial vision to transform the complexity of the manual into an intuitive and instantly accessible experience."