Elon Musk's AI shocks viewers by inserting advertisements into movies.

xAI's Halftime tool allows characters in films to unexpectedly promote a product right in the middle of a scene.

Elon Musk and his company xAI have just introduced Halftime, an AI tool that inserts advertisements directly into movies.

Instead of traditional advertising, Halftime features a character on screen pausing to introduce a product.

The demo video shows Harvey Specter in "Suits" unexpectedly holding up a can of Coca-Cola as if he were filming a TV commercial.

In "Friends," Joey wears the latest Beats headphones, creating a noticeable temporal shift.

This tool, developed by a team of University of Waterloo students, won the xAI hackathon in San Francisco.

Halftime advertising is described as transforming advertisements into part of a story, personalizing them to the viewer's preferences.

However, filmmakers are concerned that the art form will be distorted when characters are reused unintentionally.

Many critics argue that Halftime is distracting and ruins the movie-watching experience more than traditional commercials.

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