Conar says AI announcement didn’t disrespect Elis, denounces case, but admits lack of rules on matter

The body has deemed the complaint of disrespect to Elis Regina to be unfounded, but understands that a thorough discussion of artificial intelligence will be needed; ‘Estadão’ carried the debate forward; understand

OR conara non-governmental body created to regulate advertising campaigns, has announced the archiving of the representation of commercials VW Brasil 70 – the new has arrived again. The decision was announced on the institution’s website on Tuesday, the 22nd.

The agency campaign AlmapBBDO to the Volkswagenwhich became popular to recreate the image of Eli Regina using artificial intelligence, he had been brought to the Conar Ethics Council for two reasons: first, to verify whether there was any disrespect in the use of the technology, which recreated the figure of the singer after her death; and secondly, due to the lack of warnings in the commercial about the veracity of the images.

According to a note released by the institution, “the collegial unanimously considered that the question of the lack of respect for the figure of the artist was unfounded, since the use of his image was made with the consent of the heirs and noting that Elis appears while doing something done in life”.

Regarding the use of AI, the administrators “considered the various recommendations of good practices existing on the subject, as well as the absence of a specific legislation in force”.

Therefore, the note reads, the body ended up concluding, “by a majority of votes (13 x 7), also for the filing of the complaint, effectively determining that transparency is a fundamental ethical principle and that, in the specific case , was complied with, assuming the use of the tool was evident in the advertisement.”

Despite the specific determination for this case, the institution has indicated that new measures should be considered for future cases, since artificial intelligence is a tool that brings new ethical challenges.

“Also, in line with concerns about the impact of the use of artificial intelligence in advertising content creation, a motion has been approved for Conar management to monitor and discuss cases and recommendations,” the statement read.

OR Stadium he had already pointed out, in a report, the lack of rules and the need to bring out a discussion on the subject in the market, as indicated by the decision. Industries such as music and advertising are facing various problems with the disclosure of the instrument and there are no pre-established ethical and, often, legal limits for these cases.

We recall the spot analyzed by Conar:

Source: Terra

Earl

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.