Ducati links AI configurator to Multistrada V4 output

MHP has integrated artificial intelligence into Ducati's industrial value chain for the Multistrada V4 range, linking the motorcycle maker's online configurator directly to production at its Borgo Panigale factory.

The new setup sends customer choices made in the digital configurator straight to the assembly line, covering customised colours, selected options and accessory variants for the Multistrada V4 family.

Ducati has already rolled out its online configurator across all models, and the Multistrada V4 is the first range connected to the latest stage of the programme. The work forms part of the manufacturer's Ducati Factory Made initiative, which is intended to deliver motorcycles with more tailored specifications.

Customers configuring the Multistrada V4, V4 S, Pikes Peak, Rally and RS can choose from a range of design and equipment options, including seat height, brake caliper colour and additional headlights. The motorcycle is shown in a 360-degree view during the process.

Factory link

MHP's Elastic Content Platform underpins the system by combining production data with AI-supported content creation. In practice, the same digital journey used to configure a motorcycle also feeds manufacturing instructions into Ducati's production process.

Markus Wambach highlighted that link between online selection and factory output.

"At the heart of this initiative is the seamless connection between the digital configuration experience and real-world manufacturing. Customers can not only customize their motorcycle online - their selected options are integrated directly into the manufacturing process and produced individually on the assembly line. This merges configuration, ordering, and production into one continuous digital process," said Markus Wambach, Group COO, MHP.

The move reflects a broader push by manufacturers to tighten the link between customer-facing digital tools and plant operations. In sectors such as automotive and premium goods, companies have been investing in systems that narrow the gap between design, ordering and production to handle more variations without adding the same level of manual work.

Digital imagery

The project also changes how Ducati creates marketing images for configured motorcycles. Instead of relying on conventional photo shoots and physical sets, it combines computer-generated product images from its existing CGI pipeline with backgrounds created using artificial intelligence.

The motorcycles themselves remain entirely based on Ducati's CGI product data, while the surrounding visual environments are generated by AI. The content is produced in MHP's ECP Studio, which uses Epic Games' Unreal Engine for real-time rendering and cloud infrastructure for deployment and rendering.

That approach removes the need for physical locations, logistics and traditional post-production for final images. MHP said a conventional photo shoot for this type of campaign would usually involve six-figure costs, while the new process cuts production costs and makes it easier to create different backgrounds and outputs for different markets.

The workflow also shortens production time. MHP put a typical agency lead time for photo-based production at 12 weeks, compared with two weeks for the new implementation.

Wider use

The use of gaming technology in industrial and commercial settings has been spreading across manufacturing, particularly where companies need detailed visualisation and frequent product updates. Unreal Engine, originally developed for video games, is now widely used in digital twins, virtual design reviews and online product presentation.

MHP said its platform is already used by other automotive and mobility brands, including Pagani, Aston Martin, Mercedes-Benz Vans, Ineos, Lotus and Porsche. Ducati's adoption adds another premium vehicle manufacturer to that list, with the latest work extending beyond visualisation into production integration.

Emma Schröder said the configurator had already increased customer traffic before the production link was added.

"The figures clearly demonstrate how successful these digital configuration options are for the motorcycle manufacturer: since the release in 2024, Ducati has significantly increased traffic - especially thanks to the 4K photorealism, multiple viewing perspectives, and the 360-degree view of the motorcycle. With the new update, motorcycle enthusiasts become even more connected to the brand because they are now part of the entire selection and production process," said Emma Schröder, Associated Partner in the Customer & Service Platforms Division, MHP.

MHP, which is headquartered in Ludwigsburg and owned by Porsche, said it works with about 300 clients worldwide and employs around 4,500 people. The Ducati project places it in a part of the market where manufacturers are trying to use AI not only for content generation, but also to support more flexible production models.

For Ducati, the Multistrada V4 programme marks the first time personalisation choices from its online configurator have been carried through directly to the production line in Borgo Panigale.