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The rise of artificial intelligence (AI) has raised concerns when it comes to using the technology to create celebrity deepfakes. But Jennifer Lopez is embracing its potential by giving Virgin Voyages permission to use her likeness for a “Jen AI” custom invite tool.
Created by VMLY&R, the tool hosted within virginvoyages.com allows consumers to invite friends and family to join them on one of the adults-only cruises. The messages from Lopez can be customized with the occasion, amenities they want to hype, destination and the names of the organizer and invitees.
“Life is busy and it’s difficult to get your crew together and make it all happen,” Ryan McManus, VMLY&R chief creative officer of North America, said in a statement. “With all the developments around [generative] AI, we decided to build something that can help invite the world to Voyage.”
Virgin Voyages introduced the new function in a minute-long ad showing Lopez talking up the cruise, only to have her voice replaced and her face become pixelated. The video then moves to an “AI lab” whose employees take turns in a motion capture suit to control what Lopez says and does.
“When we first announced our partnership with Jennifer back in 2021, what excited us about the collaboration was combining our creativity with a shared passion for connecting and entertaining our audiences,” Virgin Voyages chief brand officer Nathan Rosenberg said in a statement. “Through this wildly creative idea from VMLY&R, we are both using and poking fun at the world of AI.”
CREDITS
VMLY&R
Chief creative officer, NA: Jason Xenopoulos
Chief creative officer, NA: Ryan McManus
Group creative director:Gretchen Menter
Creative director: Perle Arteta
Executive producer: Christine Howley
Executive music producer: Theresa Notartomaso
Music production assistant: Karli James
Senior business affairs manager: Janet Muentes
Executive director, client engagement: Shali Wade
Executive director, client engagement: Becky Ginsberg
Group director, client engagement: Chelsea Dubin
Senior account manager: Camille Lavoie
Operations supervisor: Lauren Galanek
Director, client engagement: Dan Murphy
Program director, delivery: Mary Lou Ricci
Global chief strategy officer: Andrea Grodberg Ring
Group director, strategy and insights: Ricardo Munoz
Executive officer: Brian Yamada
Executive director, experience design: Brad Levine
Experience innovation: Fernando Martinez
Group director, experience design: Andy McLeod
Managing director, technology: Gabby Spurling
Director, experience design: Laura Robertson
Designer: Alex Makarainen
Technology specialist: Sean Dees
Associate director, technology: Rhia Dixon
Chief technology officer: David Mitchell
Writer: Joel Johnson
Senior designer: Carolyn Pokorney