Audi is the forerunner in AI technology. At the 2017 Dealer Meeting in Cannes, France, the auto manufacturer transformed itself into an AI experience. They took their audience to the epicenter of Audi AI: the server room, which is adaptable and teachable, just like Audi. The exhibition space functioned as a versatile server room that interlinked topics. It also served as a stage for the product show. The spectacle's key message was: “Audi is learning.” The scenario showcased intelligent cars with data streams. A new data tunnel was opened to introduce the next chapter and offer deeper insight into Audi AI, with the takeaway crystal clear: the future belongs to Audi.