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The Evolution of Advertising with Artificial Intelligence – A Look into the Elis Regina Case

Artificial Intelligence (AI) is revolutionizing numerous sectors, and advertising isn’t an exception. This article focuses on a recent controversial use of AI in advertising: the recreation of the late Brazilian singer, Elis Regina.

Table of Contents

1. Introduction(#introduction)
2. The Controversy(#the-controversy)
3. How Was Elis Regina Recreated?(#how)
4. The Legal Perspective(#legal)
5. Public Reaction(#public)
6. Implications for Advertising(#implications)
7. Ethical Considerations(#ethical)
8. The Future of AI in Advertising(#future)
9. Conclusion(#conclusion)
10. References(#references)


Artificial Intelligence (AI) has become an essential part of our daily lives. It’s in our smartphones, our cars, and now, it’s making waves in the advertising world.

The Controversy

Recently, the use of AI in advertising sparked a heated debate when a Brazilian beer brand, Skol, recreated the late singer Elis Regina for a commercial. The advert, which featured a lifelike representation of the singer, was created using AI technology.

How Was Elis Regina Recreated?

The creation of the digital Elis Regina was a complex process. It involved generating a 3D model of the singer, adding texture, and then animating the model to mimic the singer’s movements and expressions. The voice was synthesized using audio clips from various performances by Elis Regina.

The Legal Perspective

After the commercial aired, it attracted the attention of the Brazilian National Council for Advertising Self-Regulation (CONAR), which initiated an investigation into the ethical implications of the ad. However, the case was later archived, with CONAR stating that the ad did not violate any ethical advertising standards.

Public Reaction

The commercial received mixed reactions from the public. While many were amazed by the technology used to recreate Elis Regina, others felt it was inappropriate to use the image of a deceased person for advertising.

Implications for Advertising

The use of AI technology in advertising is a game-changer. It opens up new possibilities for creative storytelling and reaching audiences. However, it also raises questions about ethics and the rights of individuals, both living and deceased.

Ethical Considerations

The ethical considerations of using AI to recreate individuals for advertising purposes are complex and many. These include issues of consent, respect for the deceased, and the potential for misuse of the technology.

The Future of AI in Advertising

As AI technology continues to advance, its use in advertising is likely to increase. However, it is crucial to establish ethical guidelines to ensure that the technology is used responsibly.


The controversy surrounding the use of AI to recreate Elis Regina for a commercial highlights the potential and pitfalls of using AI in advertising. As we continue to explore the possibilities of this technology, it is crucial to keep ethical considerations at the forefront.


1. CONAR archives case against advertisement that recreated Elis Regina with artificial intelligence(
2. How AI is revolutionizing the advertising industry(
3. Ethical considerations in AI advertising(

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