It’s changing the way the world works, or at least how businesses of all kinds do their jobs. Those two letters are showing up more and more these days, from virtual helpers in cars to using AI to guess when racers will go to the pits. But what about how the Italian sports car was made? Is that a smart choice, or is it going too far? Klaus Busse, who is in charge of design for Maserati around the world, was interviewed by Invoice Pricing earlier this week while the 2025 GranCabrio Folgore was being shown in Italy. Busse talked about an interesting subject: Should AI be used in the building of cars? It might be more important to know how Maserati feels about using such controversial technologies in a very personal and artistic way. Busse told Invoice Pricing, “With AI, I can build 50 Maseratis while we drink coffee together.” The important thing is to know where Maserati wants to take this—what is the legacy? Maserati is famous for making designs that are both beautiful and bold, like the famous Ghibli by Giorgetto Giugiaro and the stunning 3500 GT. Maseratis from the past can be young to win design awards. Frank Stephenson’s beautiful MC12 is still a personal favorite, and the Quattroporte car and GranTurismo have become the brand’s symbols in recent years. Even though these have been around for a while, it’s hard not to think about how AI has changed them. Maserati is fearless in using cutting-edge technology; the MCXtrema race car, for example, was made entirely on a computer in just eight weeks. Busse says that AI can only show what it finds online right now and can’t tell the future. I’d be interested in the results of figuring out how to measure everything that has already been done. So, even though AI is used for some things, Busse said, “I don’t think AI is the solution.” It’s just another tool, and like other parts of designing cars, it needs a lot of self-curation. Busse has said before about the MCXtrema that Maserati is open to new technologies because it likes to try new things instead of repeating what it has already done. Even though it’s a good idea, it’s not possible to make life-sized clay models and work on each one for years. AI might be here to stay, even though it can only think about the past or the present. For creative people like Busse and Maserati, this is just not appropriate.
