The iconic Argentine television presenter and actress Susana Gimenez He spoke with his self from half a century ago last Sunday in an “impossible” interview that made the artificial intelligence. The moment, which took place during the program broadcast Telefe, It has become a landmark of the medium in the country.

The interview was carried out by the Argentine creative studio Furor Studio and the chain’s team and was carried out on the occasion of the 50th anniversary of “La Mary”, the film directed by filmmaker Daniel Tinayre that catapulted Susana Giménez to fame and marked her professional career. Both Telefe and the presenter herself saw the opportunity to carry out a special action trusting in the power of new technology.

As reported by La Nación, the segment was about a fake direct, since the interview was recorded almost a month in advance, although the entire project had been in development since last September. In order to make the moment possible, we worked hand in hand with Paramount to collect images of Susana Giménez both in “La Mary” and in other films and create a library of audiovisual resources to bring the actress to life with her appearance during the 70s.

With all this information, an artificial intelligence model was trained that generated the Susana Giménez of the past on the face, body and movements of an actress, who was the one who interviewed the presenter in real life. This allowed the interview to be given more spontaneity and naturalness, in comparison to similar projects in which interactions appear more constricted.
Furor has shared a short video of the creative process on its social profiles.

What made the project not exempt from challenges. “That spontaneity from the technical side is later a difficulty and that is why this interview represents a milestone, something of this style has never been done, I would tell you that on a global level“; Juan Manuel Funes Szelagowski, Creative Director of Furor Studios, pointed out to the aforementioned media. “When you use this technology, you control everything, but here we had to give the actress freedom to move as she had to move, to be able to ask questions, to interrupt and step on”.

The fact that it was a unprecedented innovationIt was also a challenge when it came to getting both the network and the presenter to join the project. “Nobody, not even in the United States, is there a Jimmy Fallon interviewing someone or himself”, commented Funes Szelagowski, who considers that the interview is a reflection of the human, creative and technical capabilities of the studio.

The company considers that what is broadcast on television is a sample of the opportunities that artificial intelligence can provide For brands, if technology is used according to a strategy, a clear purpose and motivation.
It is also, according to its creative director, an example of the potential to innovate in television, a medium that is in constant transformation.