Anúncio de apostas com Maradona “recriado” por IA em anúncio de apostas gera polêmica na Argentina

A betting operator's promotional campaign featuring an artificial intelligence recreation of Diego Maradona has ignited significant backlash in Argentina. The advertisement, which deployed synthesized imagery and audio of the late football icon in connection with the upcoming 2026 World Cup, has drawn criticism from multiple quarters concerned about the appropriateness of using deceased public figures in this manner.

The controversy highlights the growing tension between technological capability and ethical responsibility in marketing. As AI tools become increasingly sophisticated at replicating human likeness and voice, questions arise about consent, dignity, and the rights of deceased individuals and their families. In Argentina, where Maradona remains a cultural icon, the use of his digitally recreated persona for commercial gambling purposes has resonated particularly strongly with the public.

The incident underscores broader regulatory and ethical challenges facing the iGaming sector. While many jurisdictions lack specific legislation governing AI-generated celebrity endorsements, particularly involving deceased figures, the industry faces mounting pressure to establish voluntary standards. The debate extends beyond Argentina, as operators worldwide grapple with how emerging technologies should be deployed responsibly in marketing campaigns, especially in regulated markets where consumer protection and ethical standards carry significant weight.