In his new clip, rapper Kendrick Lamar transforms himself thanks to deepfake technology

It is a technology that fascinates, for better or for worse. The deepfake, which allows an image or a video to be hijacked using artificial intelligence, is at the heart of “The Heart Part. 5”, the new music video by American star Kendrick Lamar. It all starts with an enigmatic quote, “I Am. All Of Us”, attributed to Oklama, the character that the rapper embodies on his new album, Mr Morale & The Big Steppersavailable this Friday.

The native of Compton then appears on a simple red background, a bandana around his neck, his gaze offscreen, before drawing a series of punchlines denouncing the violence of his generation on a sample of the mythical “I Want You” by Marvin Gaye . Surprise: at 1:45, he changes into OJ Simpson, the famous American footballer acquitted of the murder of his wife in the 1990s.

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