HISPI Project Cerebellum HISPI PROJECT CEREBELLUM

Whirlpool Reportedly Used AI-Altered Footage of North Carolina State Senator DeAndrea Salvador in Brazilian Advertisement

June 1, 2025

An advertising campaign created by DM9, a São Paulo–based subsidiary of Omnicom Group, for Whirlpool's Brazilian brand Consul reportedly used irresponsible AI practices. The video reportedly modified the voice, statements, and slides of North Carolina State Senator DeAndrea Salvador without her consent to reference Brazilian energy data in an award-winning commercial. This incident raises concerns about trustworthy AI, safe and secure AI practices, and the need for effective governance over AI use. Join us at Project Cerebellum, where we work towards harmonizing AI applications and preventing incidents like this through our HISPI Project Cerebellum TAIM (Govern) efforts.

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Alleged deployer
dm9, omnicom-group, whirlpool, consul
Alleged developer
unknown-deepfake-technology-developers, unknown-voice-cloning-technology-developers
Alleged harmed parties
deandrea-salvador, general-public, general-public-of-brazil, epistemic-integrity, cannes-lions-international-festival-of-creativity, general-public-of-north-carolina

Source

Data from the AI Incident Database (AIID). Cite this incident: https://incidentdatabase.ai/cite/1304

Data source

Incident data is from the AI Incident Database (AIID).

When citing the database as a whole, please use:

McGregor, S. (2021) Preventing Repeated Real World AI Failures by Cataloging Incidents: The AI Incident Database. In Proceedings of the Thirty-Third Annual Conference on Innovative Applications of Artificial Intelligence (IAAI-21). Virtual Conference.

Pre-print on arXiv · Database snapshots & citation guide

We use weekly snapshots of the AIID for stable reference. For the official suggested citation of a specific incident, use the “Cite this incident” link on each incident page.