A recent S-market advertising campaign in Finland has drawn criticism for featuring an AI-generated likeness of Albert Einstein. The advertisement depicts Einstein, who died 71 years ago, seemingly alive and promoting the supermarket chain. The marketing director defends the campaign, asserting its ethical soundness. However, the use of a deceased person’s image for commercial purposes has been widely questioned on social media. Critics are raising concerns about the appropriateness of utilizing a historical figure in this manner, even if recreated with artificial intelligence. The campaign highlights the growing debate surrounding the ethical implications of AI-generated content and its use in advertising. S-market maintains its position, emphasizing the campaign’s intent and perceived lack of harm.