AINDA SOMOS OS MESMOS? uso de IA na campanha “O novo veio de novo” da Volkswagen e o limiar entre a ética e a criatividade

Abstract

The use of Artificial Intelligence (AI) in the creation of advertising campaigns is one of the central topics of debate within the creative market, especially after the campaign "O Novo Veio de Novo," which celebrates 70 years of Volkswagen in Brazil and incorporates the image of the iconic artist Elis Regina, whopassed away in 1982. Therefore, the objective of this article was to investigate and analyze the perceptions of creative professionals about the boundary between creativity and ethics when using artificial intelligence in advertising campaigns, as in the case of the Volkswagen campaign titled "O Novo Veio de Novo." To achieve this objective, applied, exploratory, and descriptive research was adopted, with a qualitative approach, using technical procedures such as bibliographic research and field research through interviews with six creative professionals, characterized as a non-probabilistic sample. From the interviewees' perceptions, it became evident that, although AI can drive innovations and optimize the creation of advertising campaigns, ethical boundaries must be rigorously evaluated. Therefore, the debate on the ethical limits of AI, aligned with creativity, becomes essential to ensure that the social commitment is upheld by the professional