No mere configurator, the Inspirator is a free iOS smartphone or tablet app that uses the device's front camera to monitor the viewer's face as he or she watches a video.
The film changes according to the perceived reactions to shots that include art, architecture and landscape scenes.
Depending on how the software interprets what it sees, the session ends with a recommendation for a Bentayga uniquely configured to the shopper's preferences for exterior color, interior leather color, wood veneer, wheel style and other details.
"Configuring a Bentley is an intensely personal experience; it is a reflection of your personality and taste," said Kevin Rose, Bentley board member for sales and marketing, in a statement. "The Inspirator aims to understand the inspiration behind the process of specifying a car."
According to Bentley, the application's software measures and analyzes the user's emotions by identifying 34 facial landmarks at 15 frames per second as the viewer reacts to video content.
The designers helped ensure accuracy by incorporating "the world's largest emotion data repository," built by analyzing 3.4 million faces in 75 countries, for a total of more than 12 billion emotion data points.
It's currently available only for the Bentayga luxury SUV, but Bentley says other models will be added to the Inspirator in the coming months.
Edmunds says: Even those who aren't in the market for a Bentley Bentayga can have some fun with the Inspirator.