Artificial Intelligence: Jeremy Demay’s voice recreated in a Mables RT ad

The Artificial Intelligence (AI) revolution is underway. Companies and workers will be shaken by the implementation of AI, which will drastically change the way we produce and work. All sectors will be affected and some jobs will be replaced more quickly than others. For the better or for the worse? Newspaper He interviewed actors from music, cinema, comedy, advertising, publishing, television and many other fields.

Artificial intelligence made a spectacular appearance in a recent commercial on prime-time television bye bye.

Meubles RD’s TV ad mocks artificial intelligence and as we saw it on the evening of December 31, comedian Jeremy Demay becomes a rapper. But is he really singing?

“It’s not Jeremy Demme. We recreated his voice using artificial intelligence,” replies Paul-Etienne Cote, producer, composer and founder of Circonflex, a music and post-production company.

Frankly, all we see is fire. At 60 seconds into the ad, we’re left with the impression that it’s the comedian as he raps about the benefits of buying his furniture at one of the franchise’s Quebec branches.

Ironically, the visual effects are intentionally imperfect in order to humorously illustrate the current limitations of artificial intelligence. Double arms, head that appears out of phase with the body. Everything is bent except the voice.

“Secretly, we thanked the code for helping us,” says Paul-Étienne Cote.

Cow! Let me tell you, mother

The technology Circonflex uses is called voice cloning. This is the first time the company has used it for a project for television.

By this process, anyone who sings like a potter can become an adequate performer.

“If we want to threaten you, we will ask you to read or sing the alphabet. Cow! Let me tell you, motherTips for understanding how the instincts and fluctuations of your human voice work,” explains Maxime Barzel from Circonflex.

Ethical and legal questions limit this technological deployment. Jeremy Demay has apparently agreed to use his voice in a TV commercial for Furnitures RT.

Although Circonflex does not intend to commercialize the technology, its craftsmen see many advantages in it.

“Promoting music sung by an artist with a very short time frame allows the artist to easily edit a vocal performance without needing it, which is an incredible shortcut,” enthuses Maxime Barzel.