backBy Gilmara Santos on August 10, 2025 – Intelligence Garden
AI Steals The Spotlight in Entertainment; Lack of Regulation Still a Concern
Artificial intelligence has been gaining prominence in the world of entertainment, with cases multiplying around the globe. In Brazil, a comedic reality show hosted by a digital presenter went viral on social media. In the United States, a fully virtual artist gained more than 1 million listeners on Spotify. Keeping an eye on this trend, Netflix confirmed the use of generative AI to create entire scenes in its new series, adopting the technology as a strategy to optimize time and reduce costs.
The innovations don’t stop there. The company Not Brand recently launched Tonny Veiga, the first Brazilian sertanejo singer created 100% with artificial intelligence. Unlike retro versions or stylized covers, Tonny is an original artist, with a synthesized voice, his own visual identity, an official music video, and an aesthetic that mixes country with futuristic elements.
“Tonny was born to represent a new type of artist — one that evolves alongside the world. More than an artificial voice, he symbolizes a revolution in the way we create. He didn’t come to replace anyone or erase what is human. On the contrary, he shows that, with the right tools, the human side can imagine, invent, and bring to life anything it wants” says Amanda Talli, CEO of Not Brand.
Created with the use of more than eight generative AI tools, Tonny Veiga represents Not Brand’s bold proposal to show that artificial intelligence is just another tool and not a threat to creative industries.
“We have been following the global movement of creative AI applications and decided to take it a step further. Instead of reinterpretations, we created a new artist. An eccentric, extravagant singer who brings a rhythm so loved by Brazilians: sertanejo. Tonny came to connect with the audience in an emotional, authentic, and unique way — even while being digital” explains the company’s CEO.
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Copyright
For experts, copyright should be the main point of debate. (…) These challenges involve relevant legal issues that affect both the rights of content creators (artists, musicians, writers, among others) and the developers of generative AI systems, with significant impacts on innovation in this field.
Under Brazilian law (Law 9.610/98), only works created by natural persons are protected by copyright. Thus, creations generated exclusively by artificial intelligence, without relevant human intervention, would not be protected under traditional frameworks.
“However, it is important to highlight that, in the vast majority of cases, there is a human user who formulates the prompt with the intention of obtaining a specific result. This creative moment — the choice of parameters, references, style, and content — may establish a degree of originality sufficient to justify copyright protection, at least partially or subsidiarily” comments Alan Campos Thomaz, partner at Campos Thomaz Advogados.
A useful analogy is the evolution of photography: initially, the result depended on chemical and manual processes; over time, digital cameras and editing software automated steps, but the photographer’s vision and intent remained central elements of authorship.
“In the same way, AI represents a new technical layer — more sophisticated — but it still depends on human intentionality and intervention to give rise to the final work” he adds.
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