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

An Argentine sports betting operator has faced significant backlash after launching a promotional campaign featuring an artificially generated likeness and voice of Diego Maradona, the legendary footballer who passed away in 2020. The advertisement, which appears timed around the upcoming 2026 FIFA World Cup, has ignited debate over the ethical and legal implications of using synthetic media to recreate deceased public figures for commercial purposes.

The campaign has generated negative public reaction and raised questions about consent, intellectual property rights, and the appropriate use of artificial intelligence in marketing. Argentina, home to Maradona's legacy, has proven particularly sensitive to the issue, with critics arguing that leveraging a deceased national icon's likeness without explicit prior consent crosses ethical boundaries.

The incident reflects a growing tension in the iGaming industry as operators increasingly explore AI-driven marketing tactics to capture attention and drive engagement. While synthetic media technology offers cost efficiencies and creative possibilities, the Maradona case demonstrates the regulatory and reputational risks operators face when deploying such tools without careful consideration of cultural sensitivities, legal frameworks governing personality rights, and public perception in key markets.