São Paulo: voice actor says a shopping centre ad used their voice; centre says it was a Microsoft AI voice; appeal court orders evidence
A professional voice actor sued a São Paulo shopping centre, saying it used the actor's voice without authorisation in a marketing campaign shown on YouTube, and claimed lost earnings and moral damages. The centre answered that the voice was not the actor's but a synthetic voice produced with Microsoft's text-to-speech service, available to the public. According to the legal news site ConJur, a judge of the 18th Civil Court accepted that the voice was produced synthetically and dismissed the claim; on appeal the actor argued that a notarised record attesting to the similarity of the voices had never been assessed. The 6th Private Law Chamber of the São Paulo Court of Justice annulled that judgment for curtailment of the defence, holding that the use of AI does not by itself rule out misuse of third parties' rights, and sent the case back for evidence on how the campaign voice was generated and how similar it is to the actor's. The court docket shows the case back at first instance at the court-expert stage in 2025; no ruling on the merits is reported. Whether the AI voice reproduces the actor's voice is disputed.
AI involvement reported · Causal attribution disputed · 2 sources · Added 26/10/2026