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TV Globo removes AI commercial featuring Hollywood actors after cease-and-desist notice
TV Globo broadcast a commercial using AI-generated images of Hollywood actors without authorization and received a cease-and-desist notice from a studio, prompting removal of the video. The broadcast drew criticism on social media for unauthorized use of celebrity likenesses.
2 September 2026 · TV Globo · Intellectual property and appropriation
TV Globo broadcast a commercial on September 2, 2026 for its second-half film programming that used artificial intelligence to generate images of Hollywood actors interacting with Brazilian television presenters Luciano Huck, Marcos Mion, and Ana Maria Braga.
The commercial featured AI-generated depictions of Tom Cruise, Zendaya, Demi Moore, Daniel Craig, Michelle Yeoh, Chris Hemsworth, and Paul Rudd, as well as the character Rocket Raccoon from Guardians of the Galaxy. TV Globo received an extrajudicial cease-and-desist notice from a Hollywood studio and removed the video from its official channels.
Reported impact
The commercial generated strong negative reaction on social media, with users criticizing the artificial appearance of the AI-generated images and questioning whether Hollywood actors had authorized use of their likenesses.