Volkswagen recently launched an advertising campaign to commemorate its 70th anniversary, bringing back the iconic figure of Elis Regina, who died in 1982.<\/p>\n
Through this campaign, Volkswagen recreated the singer using artificial intelligence, combining tradition and nostalgia with technological innovation.<\/p>\n
The union of the timeless figure of Elis with artificial intelligence represents a crossover between Volkswagen’s history and what is to come in terms of technological advances in the world of automobiles, which is also present in its advertising campaigns.<\/p>\n
However, the use of her image for recreation using AI has generated controversy on the Internet.<\/p>\n
In the video, the recreated image of the singer appears next to her daughter, also singer Maria Rita, who was responsible for authorizing the use of her mother’s image, performing the song \u201cComo Nossos Pais\u201d.<\/p>\n
The right to an image, considered by the Brazilian Constitution to be an inviolable right, is a personality right, currently regulated by the Brazilian Civil Code.<\/p>\n
According to our Civil Code, if there is a threat or injury to a right of personality, the successors specified in the law have the right to request a measure to put an end to this threat or injury.<\/p>\n
Despite having the necessary authorization from Elis’ successors to recreate and broadcast her image, in the face of speculation about the right to use her image in the event of her death, as well as its use to \u201cfeed\u201d artificial intelligence and recreate her, the National Advertising Self-Regulation Council (CONAR) has opened an ethics case against Volkswagen.<\/p>\n
According to CONAR, consumers are questioning whether the advertisement is ethical or not, giving the idea that Elis would be alive today, causing confusion between fiction and reality, with the commercial objective of advertising.
\nThe representation will be judged by the Chamber of CONAR’s Ethics Council in the coming weeks.
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\nSource: https:\/\/www.gov.br\/inpi\/pt-br\/central-de-conteudo\/noticias\/inpi-altera-normativos-sobre-contratos-de-tecnologiahttps:\/\/fatorrrh.com.br\/2023\/07\/11\/conar-abre-representacao-etica-contra-propaganda-da-volkswagen-com-elis-regina\/<\/p>\n","protected":false},"excerpt":{"rendered":"
Volkswagen recently launched an advertising campaign to commemorate its 70th anniversary, bringing back the iconic figure of Elis Regina, who died in 1982. Through this campaign, Volkswagen recreated the singer using artificial intelligence, combining tradition and nostalgia with technological innovation. The union of the timeless figure of Elis with artificial intelligence represents a crossover between […]<\/p>\n","protected":false},"author":1,"featured_media":6422,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[343,1],"tags":[],"class_list":["post-5761","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-copyright","category-patent"],"yoast_head":"\n