Elon Musk's daughter becomes the face of a provocative campaign against artificial intelligence
22-year-old Vivian Wilson, the eldest daughter of entrepreneur Elon Musk, with whom he has no relationship, has become the main face of a new advertising campaign for the Spanish fashion brand Desigual. The campaign, titled Born to Disobey, is directed against the excessive use of artificial intelligence, writes Euronews.
In one of the videos, Vivian uses a robot as a golf ball stand, walks it on a leash, and tries to teach it to pronounce the brand name Desigual. The robot constantly glitches, after which the protagonist concludes: some things should not be tried to fix.
The campaign creators explain its idea by stating that modern rebellion is not necessarily a fight against the system. Sometimes, in their opinion, true protest becomes the refusal to participate in it and the right to remain oneself.
In an interview, Vivian stated that she wanted to express her attitude towards AI's influence on fashion. She believes that artificial intelligence can take away jobs from talented representatives of creative professions and negatively affect the environment.
According to her, art is based on human emotions and self-expression, while AI, in her opinion, replaces one's own creative concept by using existing images, forms, and colors.
Public criticism of artificial intelligence gains additional meaning through Vivian's relationship with her father. As is known, Elon Musk actively develops AI and robotics technologies, including the humanoid robot Optimus.
Vivian was born in 2004 during Musk's marriage to Justine Wilson. At 16, she began a gender transition. After reaching adulthood, the girl obtained the right through court to take her mother's surname and expressed a desire to completely distance herself from her father. Musk, in turn, publicly criticized his daughter and claimed that she had become a proponent of woke ideology.
Therefore, the slogans from the advertising campaign — "He is made to obey. I am not" and "Some things don't need to be fixed" — are perceived not only as a critique of AI but also as possible hints at Vivian's personal conflict with her father.
Special attention was drawn to the DESI84 robot from the commercial. It resembles Tesla's Optimus robot, which added another ironic layer to the campaign.
Previously, Vivian also publicly commented on scandals surrounding her father. In particular, she criticized the discussion of Musk's strange gesture at Donald Trump's inauguration and ridiculed attempts to explain his behavior by autism.
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