"Ira" is the name given to the bald guy you may have seen lately in some next-gen tech videos from Nvidia and Activision. He's one more step down the road towards more believable artificial characters.

If you'd like a little taste of the next-gen on your current-spec PC, an interactive demo of the tech has been released by Nvidia, allowing users to adjust the settings, lighting and shaders used on Ira's face.

Lifelike Human Face Rendering [Nvidia]