An AI Maradona utters vulgarities and promotes gambling – Argentina reacts with horror

Argentina is facing a societal debate over the ethical boundaries of artificial intelligence following the launch of an AI-generated digital clone of football legend Diego Maradona. The campaign, which features the AI Maradona promoting gambling and using provocative language, has sparked widespread condemnation and disbelief.

The digital Maradona, appearing in commercials for the betting company Bet Warrior, delivers lines like, "If the world wants to come and cut our legs, we will show them that here we play with balls." While the phrase can be interpreted in a football context, the word "pelotas" also carries a vulgar double entendre in Spanish, referring to male genitalia, implying a show of "guts."

Critics, including Argentinian media and social media users, argue that this portrayal is disrespectful to Maradona's legacy and the "Argentinian soul" he represented. Many believe Maradona himself would never have endorsed sports betting, particularly given his personal struggles with cocaine and alcohol addiction. The United Nations Children's Fund (UNICEF) has also raised concerns about the growing problem of online gambling addiction among young Argentinians.

Despite the public outcry, the Maradona family has reportedly consented to the use of his image and voice. Fernando Burlando, the lawyer for Maradona's daughters Dalma and Gianinna, stated that the decision was made through a "democratic majority decision" among his children. However, this familial approval has not quelled the broader societal unease about the implications of using AI to resurrect public figures for commercial purposes, raising questions about image rights and the potential for exploitation.

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Si el mundo quiere venir a cortarnos las piernas, le vamos a demostrar que acá se juega con pelotas.