Google just turned New York's entire subway system into a massive AI-powered art installation. The tech giant's DeepMind division launched "Imagine If..." today, inviting all five boroughs to submit their wildest visions for the city through QR codes on transit screens. Local artists then use Google's Veo video generation model to transform these dreams into digital artworks displayed across thousands of MTA screens.
Google is making every New York subway ride a potential art collaboration. The company's "Imagine If..." project, announced today through Google DeepMind, transforms the city's transit network into an interactive canvas where commuters' imaginations become visual reality through AI.
The ambitious community art experiment invites New Yorkers to submit creative visions - think Manhattan skyscrapers as vertical farms or Brooklyn brownstones shimmering with neon magic - through QR codes appearing on OUTFRONT's digital screens throughout the subway system. These submissions then get channeled to five local artists, one from each borough, who use Google's Veo video generation model to bring the community's collective dreams to life.
"This November, New York becomes a city-wide canvas for creativity, with local artists using Veo to transform New Yorkers' wildest dreams into vibrant artworks," Google DeepMind Creative Lead Matthieu Kim Lorrain wrote in today's announcement.
The project represents Google's boldest public deployment of its generative AI technology for creative expression, moving beyond tech demos into real-world community engagement. While competitors like OpenAI focus on chat interfaces and Meta pushes VR experiences, Google is literally putting AI creativity tools in front of millions of daily commuters.
Each participating artist brings distinct expertise to the AI collaboration. Staten Island illustrator Ariana Cimino, known for her joyful portraits filled with dogs and vibrant colors, will interpret her borough's submissions alongside Brooklyn's Subway Doodle, the Emmy-winning artist famous for blue monster doodles who's exhibited alongside Banksy. Manhattan's Molly Goldfarb contributes her pop-meets-punk acrylic style, while Queens musician Jeff Wave blends technology with human-centered storytelling. The Bronx's Lauren Camara creates intricate paper-cut portraits that turn everyday moments into visual narratives.
The technical backbone relies on Veo, Google's advanced video generation model that can create high-definition clips from text prompts. Unlike static AI art generators, Veo produces moving imagery that can capture the kinetic energy New Yorkers envision for their city. The model also works alongside Nano Banana, Google's companion creative AI tool accessible through the .