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The Guardian - US
The Guardian - US
World
Tom Phillips in Rio de Janeiro

AI resurrection of Brazilian singer for car ad sparks joy and ethical worries

Elis Regina Brazil Volkswagen
Elis Regina appears, via artificial intelligence technology, in an advert for Volkswagen.
Elis Regina appears, via artificial intelligence technology, in an advert for Volkswagen. Photograph: VW

The premature death in 1982 of one of Brazil’s most treasured musicians left her homeland reeling. “Brazil without Elis,” mourned one front page after the legendary singer Elis Regina unexpectedly died at the age of 36.

So when Elis Regina recently re-emerged, performing a soul-stirring duet with her daughter, the Grammy-winning singer Maria Rita, there were similarly charged scenes of catharsis and nostalgia.

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