As a next step, the designer could erase the top of the car and then type, “Make it a convertible” and DALL∙E 2 will update the image of the car as a convertible. The designer can keep tweaking the design, asking DALL∙E 2 to try it in pink or blue, with the soft-top on, and on and on.

DALL∙E 2 is coming to Microsoft’s Azure OpenAI Service, by invitation, allowing select Azure AI customers to generate custom images using text or images, the company announced today at Microsoft Ignite, a conference for developers and IT professionals.

The availability of DALL∙E 2 through Azure OpenAI Service provides customers such as Mattel cloud AI infrastructure that blends the cutting-edge innovation of text-to-image generation with the compliance, responsible AI guardrails and certifications that Azure offers, Microsoft says.

The Mattel designers were able to generate dozens of images, each iteration sparking and refining ideas that could help design a final fleshed-out rendering of a new Hot Wheels model car.