Reimagine marketing at Volkswagen Group with generative AI

This post is cowritten by Sebastian Angersbach, Philip Trempler, and Weiran Zhang from Volkswagen Group.

Volkswagen Group stands as one of the world’s largest automotive manufacturers, delivering 6.6 million vehicles in the first nine months of 2025. The Group comprises ten distinct brands from five European countries: Volkswagen, Volkswagen Commercial Vehicles, ŠKODA, SEAT, CUPRA, Audi, Lamborghini, Bentley, Porsche, and Ducati. In 2025, the AWS Generative AI Innovation Center worked with Volkswagen Group’s marketing and technical teams to build a solution that could harness generative AI’s speed and scale while maintaining the brand precision that defines Volkswagen Group. The result is an end-to-end marketing image generation and evaluation pipeline, with image generation models hosted on Amazon SageMaker AI endpoints and image evaluation powered by Amazon Bedrock. The following diagram shows the end-to-end marketing image generation and evaluation pipeline.

In this post, we explore the challenges that Volkswagen ...