This auto manufacturing emporium “revived”, through an AI the famous Brazilian singer Elis Regina -who passed away in 1982-, and whom now, as part of an advertising campaign, she is seen driving and singing along with her daughter a vehicle of that maker.

Even though it’s known María Rita’s consent, the also daughter of the deceased singer, the controversy in social media and other areas of Internet has just erupted.

There’s even talk of ethics trials and courts, although opinions are somewhat divided.

On the one hand there are those who applaud being able to enjoy again, from a new contribution of the disappeared artist, thus paying tribute to her memory; and on the other hand, those who consider it almost an outrage such proceedings.

Of course there are intermediate tinges and the only thing that cannot be known is on which side is reason really because the phenomenon is as new as
the use of an AI for such purposes.

Some wonder if it should have been authorized only by Regina herself, others reflect on the psychological implications of those procedures that could be disturbing, and many speak from ethical, philosophical positions, about the real end of life and the meaning of death.

It's not exactly the first time something like this has happened, but this latest debate puts back on the front row issues such as image rights, voice and other legal issues, in order to preserve the integrity of deceased people, especially when it comes to public figures.

Perhaps such matters will have to be considered in wills.

In fact, the American actor and comedian Robin Williams, who committed suicide in 2014, afflicted with 63 years of Lewy body dementia, was at the forefront in that regard because among its latest provisions he imposed a restriction on the use of his image until 25 years after his death.

He was among the first, but, the way things are going, his foresight will have followers.