Whistleblowers question use of artificial intelligence to reproduce deceased people
Conar (National Advertising Self-Regulation Council) opened this Monday, 10, ethical representation against the campaign VW Brasil 70: The new came again, from Volkswagen do Brasil.
In the commercial released on July 3, Elis Regina and the daughter Maria Rita appear singing “Like our parents”. At the same time and side by side, Maria drives the new Kombi ID.Buzz, while Elis appears driving the classic Kombi.
Consumers, whose identities are protected by the General Data Protection Law, question whether it is ethical to use AI (Artificial Intelligence) and deep fake to reproduce the image of a deceased person. An actress was used to recreate the face and movements of Elisdied in 1982.

The authorization of heirs to create scenes that never existed must also be analyzed by Conar. Additionally, whistleblowers question the lack of warning about the use of AI in distributed video.
Lawyer Gabriel de Britto Silva sent the complaint received by Conar to the newspaper O Estado de S. Paulo. In the representation, he adds that Elis Regina It is Maria Rita are driving recklessly.
“In car advertising (…) The advertisement will not be allowed to contain suggestions for using the vehicle that could endanger the personal safety of the user and third parties, such as (…) disrespect (…) to the traffic rules in general”, says the Code.

divided opinions
The video generated controversy for rescuing Volkswagen’s relationship with the military dictatorship in Brazil (1964-1985). So much Belchiorauthor of the song used in the film, as Elis Regina were against the period. “Like our parents” it is also commonly associated with the issue of generational conflict. Therefore, some viewers interpret the use of music as a mischaracterization of the original meaning.
The eldest son of Elis, Joao Marcello Boscolion the other hand, told Folha de S.Paulo that he was moved and that he does not agree with the negative criticism of the advertisement:
“If we were to carry out this very, very thorough review, how many companies would be left?”
Full representation
“Conar opened today, July 10, ethical representation against the campaign ‘VW Brasil 70: The new came again’, the responsibility of VW do Brasil and its agency, AlmapBBDO, motivated by consumer complaints.
They question whether it is ethical or not to use a technological tool and Artificial Intelligence (AI) to bring a deceased person back to life as carried out in the campaign, to be examined in the light of the Brazilian Advertising Self-Regulation Code, in particular the principles of respectability, in this case, respect for the personality and existence of the artist, and truthfulness.
Additionally, the possibility of such use causing confusion between fiction and reality for some people, mainly children and adolescents, is questioned.
The representation will be judged in the coming weeks by one of Conar’s Board of Ethics, guaranteeing the right of defense to the advertiser and his agency. As a rule, the judgment is carried out approximately 45 days after the opening of the representation.
Conar accepts complaints from consumers, as well as other manifestations about the advertising piece, as long as they are identified. In compliance with the LGPD, the identity of whistleblowers is protected.”
Source: Rollingstone

Earl Johnson is a music writer at Gossipify, known for his in-depth analysis and unique perspective on the industry. A graduate of USC with a degree in Music, he brings years of experience and passion to his writing. He covers the latest releases and trends, always on the lookout for the next big thing in music.