Artificial Intelligence (AI) has made impressive advancements in various sectors of society, carrying an enormous potential to positively transform our lives. However, the growing capabilities of available technological tools raise a crucial question: what is the boundary between artificial intelligence and ethics?

First and foremost, AI can be developed to make critical decisions in various areas such as healthcare, transportation, and justice. However, its ability to act autonomously can also raise ethical concerns. What are the consequences when a machine makes a wrong decision that harms an individual or a community? In this regard, it is necessary to implement strong ethical principles in AI development to ensure that its actions are guided by fundamental human values such as justice, fairness, and transparency.

Recently, an announcement by Volkswagen sparked this inquiry. Using AI, the late singer Elis Regina, who passed away in 1982, is depicted driving and singing a song alongside her daughter, Maria Rita. The advertisement shows Elis driving an old Kombi while performing a duet with her daughter, who is behind the wheel of the latest model of the vehicle. The ad raised so many questions that the Conar (National Council for Advertising Self-Regulation) initiated an ethical process to investigate the campaign.

According to Conar, the process was initiated after consumers raised doubts about the ethics of using artificial intelligence to reproduce the image of a deceased person. The procedure will also examine whether heirs can authorize the right to the image of someone who has already passed away for a piece created through AI in scenes in which they never participated in their lifetime and are, in fact, fictional.

Vinicius Pereira dos Santos, a master’s professor and curator of the Digital Marketing master’s program at MUST University, believes that this technology is not entirely new, but the situation in which the image was placed in this commercial is what caused the controversy. For instance, in 1991, the singer Natalie Cole recorded the song “Unforgettable,” in which her father Nat King Cole’s voice was remastered and mixed with hers to simulate a duet. So, this is not a new thing, but in that case, existing images were used. In Elis’s case, the technology created a new, fictional image, he points out.

According to the digital marketing expert, the issue of ethics applied to Artificial Intelligence must be evaluated on a case-by-case basis. He suggests that a simple change in the commercial could have avoided the controversy. For example, if Maria Rita were driving the new vehicle and her deceased mother were in an old Kombi in a sepia-toned scene, simulating a memory, would people be as bothered? In that case, it would be evident that it’s a mental image. The problem is that many people are using AI to create unreal images, and that can lead to alienation. He believes this is the main issue.

Secondly, privacy and data security are significant ethical challenges that come with artificial intelligence. As AI collects, analyzes, and utilizes vast amounts of personal information, concerns arise about the appropriate use of this data. It is essential to establish safeguards to protect users’ privacy and prevent the misuse or abuse of their information.

Furthermore, artificial intelligence can exacerbate existing social inequalities. If not properly regulated, AI can favor certain groups or reinforce biases present in the data used to train the algorithms. Equal opportunities and non-discrimination should be carefully considered during the development and implementation of AI to ensure a fairer and more inclusive society.

In conclusion, the boundary between artificial intelligence and ethics is a complex challenge. AI technology has the power to revolutionize our lives for the better, no doubt, but it is essential that ethical values and consideration for human well-being guide its development and application. By establishing clear guidelines and appropriate regulations, we can reap the benefits of AI responsibly and ethically, avoiding potential pitfalls and ensuring a more equitable and humane future, asserts the professor from MUST University.

“Juridical Week – Applied Artificial Intelligence in Law”

From August 7th to 9th, MUST University will host a special live event titled “Juridical Week – Applied Artificial Intelligence in Law.” The event will take place on the institution’s YouTube channel and will feature speakers who are part of the university’s faculty, from the master’s program in Legal Studies with an emphasis on International Law. Here’s the schedule:

– August 7th / 8:00 PM – Prof. Dr. Anderson Benaglia – Lecture: Legal Design and Visual Law: tools of the present and future in law

– August 8th / 8:00 PM – Prof. Dr. Carlos Afonso Gonçalves – Lecture: Judgment by Artificial Intelligence

– August 9th / 8:00 PM – Prof. Dr. Lincoln Zub Dutra – Lecture: The Future of Work and New Perspectives on Labor Relations

Certificates will be provided for students and speakers.

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