Jen AI: Deepfake Jennifer Lopez on board with Virgin Voyages

What? Yes, we're fully immersed in the age of artificial intelligence (AI), and the trick now is to work out which bits we like and which bits we don't. What do you make of this playful interpretation of celebrity endorsements by Sir Richard Branson's company Virgin Voyages, where songbird, dancer and actress Jennifer Lopez apparently invites us to get on-board with glamorous, adult-only cruising? The superstar herself was happy to participate in the campaign, which used AI, deepfake and voice banking technologies to achieve the sometimes startling results. Of course, it might be another question entirely as to whether viewers will be as happy to participate, as increasingly sophisticated AI techniques mean that we really cannot believe what we see or hear. Virgin Voyages is utterly upfront about the skilful fakeness of this campaign, using its trademark humour to offset the often scary implications of the unregulated world of AI. Is this the way to go for brands wanting to take the AI bull by the horns, de-dramatising and guiding it so that humans - not to mention celebrity endorsements - are still properly valued? As Virgin points out, mother-of-two J Lo, reportedly worth $400 million, commands huge experience of the entertainment industry while the Virgin brand was founded as an entertainment company. As the brand's newly created 'Chief Celebrations Officer', Jen AI is equipped to send out personalised cruise invitations - you just need to answer a few questions to get your hot-list of invitees underway. "Our brand voice is cheeky, modern and inviting, so we were able to inject a mix of humour and futuristic thinking into the script to create a campaign that feels very us and very now," says Virgin, which acknowledges that achieving a believable result takes time and dedication as well as cutting-edge tech. How have they succeeded?

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