João Marcello Bôscoli 54, son of singer Elis Regina and music producer, prepares the event Elis 80 To celebrate his mother’s 80th anniversary at Espaço Unimed, in São Paulo, this Friday (28). As there was the announcement that there would be the use of artificial intelligence in the celebration, many people imagined that would see a hologram of the artist in the show.
However, the businessman ruled out the use of technology when questioned by CNN About this – both for the commemorative event and for other artistic presentations. He also remembered a company that offered this type of service a few years ago, but the family didn’t like the result.
“We have never used and will never use, in the Elis catalog, artificial intelligence tools for the creative area,” said João Marcello about the use of holography at shows with products available on the market today.
According to him, the family saw a lack of excitement in the holograms and, therefore, chose not to use this type of technology. “The look is not there,” said João to CNN .
Still, the businessman said he had no problem creating a hologram with the consent of the siblings, Maria Rita 47, and Pedro Mariano 49, and the future grandchildren of Elis Regina – with a condition. “Only the day the look is there, but This did not happen and it would not happen “He added.
THE Use of Artificial Intelligence at ELIS 80 event It occurred by other means: in the restoration of the singer’s material, such as the cleaning of audios, interviews and old presentations of the artist. With the technological tool, they took the noise and isolated the voice of the Brazilian interpreter in songs and interviews. “If you want to see Elis, you’ll have to close your eyes,” he added.
Volkswagen commercial
Despite discarding the use of holography at the shows, Elis Regina’s family used Deepfake and Artificial Intelligence tools in the “Generations” commercial, to celebrate the 70th anniversary of the Volkswagen dealership in Brazil in 2024. In the video, the singer sang the hit “Like Our Parents” next to her daughter, Maria Rita .
At the time, the commercial thrilled the public, but there were also those who criticized the use of the tool on social networks. When asked about the criticism, João Marcello ruled out a possible division of opinions, but recalled the repercussion of the commercial.
“I think there was an opposition, yes, but that happened in a microprocela of the people. There were people who wanted to enter Conar (National Council Self -regulation) saying it is misleading propaganda, because Elis is not alive. I found a laughable argument But I respect the opinion, ”he said, remembering that the agency opened an ethical representation against Volkswagen propaganda with Elis Regina.
For João, the repercussion of the announcement generated the first adult debate on the limits of artificial intelligence. According to the businessman, he gave more than 50 interviews for the most diverse communication vehicles, such as The Guardian and New York Times.
“I thought it was great [a repercussão]. Another micromylagre of the commercial is the audience to be moved by a television ad. I also got emotional and I don’t get emotional with any ads. It’s something Elis caused, ”he said.
The success of the commercial also impacted Elis Regina’s audience, said John. “I realize that in revenue, which increased significantly. The audience among the younger people also grew,” concluded João Marcello.
80 years of Elis Regina, the singer who enchanted Brazil
This content was originally published in “We will never use it,” says Elis Regina’s son about a hologram at a show on CNN Brazil.
Source: CNN Brasil
I’m Robert Neff, a professional writer and editor. I specialize in the entertainment section, providing up-to-date coverage on the latest developments in film, television and music. My work has been featured on World Stock Market and other prominent publications.
