AI Maradona Ad for Sports Betting Sparks Outrage in Argentina

A controversial advertisement in Argentina has ignited a fierce debate over the ethical use of artificial intelligence, particularly after it featured a digital recreation of the legendary footballer Diego Maradona promoting sports betting. The commercial, titled 'Gente con pelotas' (roughly translated as 'People with guts'), uses an AI-generated voice and image of Maradona, seemingly inspired by his iconic 1986 World Cup performance, to endorse an Argentine betting company.

The ad, which aired during breaks in the 2026 World Cup broadcasts, has drawn sharp criticism. The controversy intensified due to the phrases spoken by the AI Maradona, which include, 'If the world wants to come cut our legs, we will show them that we play with balls here.' This statement, combined with the use of a deceased icon for commercial purposes, has raised significant ethical questions about recreating public figures with AI.

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If the world wants to come cut our legs, we will show them that we play with balls here.

Adding another layer to the controversy, reports indicate that while the Maradona family authorized the use of his image, there was reportedly disagreement among his heirs. Fernando Burlando, the lawyer representing two of Maradona's daughters, Dalma and Giannina, confirmed the family's authorization to the newspaper Clarín. However, the same report suggests that three other heirs, Jana, Diego, and Fernando, did not consent to the commercial's production.

The public reaction on social media has been largely critical, with many expressing dismay over the use of Maradona's image and voice for a betting advertisement. The criticism is directed not only at the betting company but also at the ethical implications of using advanced AI technology to resurrect a beloved national hero for commercial gain, especially given the differing opinions within his own family.

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It was authorized by the family.