Carvalho, Breno da SilvaRocha, Rafaela Prucci Souza2025-01-132025-01-132024-12-19ROCHA, Rafaela Prucci Souza. Criatividade e ética no filme VW 70 anos, gerações: considerações sobre o impacto da inteligência artificial na publicidade. 2024. 16 f. Trabalho de Conclusão de Curso (Comunicação Social - Publicidade e Propaganda), Centro de Ciências Humanas, Letras e Artes, Universidade Federal do Rio Grande do Norte, Natal, 2024.https://repositorio.ufrn.br/handle/123456789/61140This article chooses as its object of study the commercial VW 70 years, Generations, by Volkswagen, released in 2023, which uses artificial intelligence (AI) to recreate the image of Elis Regina, a late singer, in a duet with Maria Rita, her daughter, in the song "Como Nossos Pais". In order to reflect on the use of AI in the creation of advertisements, the methodological support used is a bibliographic review, documentary study and netnography for data collection. Finally, the impacts of such digital and technological resources on advertising are discussed, establishing positive and negative points of the creative use of this tool.Criatividade ÉticaCreativity EthicsVolkswagenInteligência ArtificialElis ReginaArtificial IntelligencebachelorThesisCNPQ::CIENCIAS HUMANAS