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When I contacted the chief executive Adir Mashiach, based in Israel, he told me he had sold around 150,000 personalised books, mainly in the US, since pivoting from compiling AI-generated travel guides in June 2024.

There is currently no barrier to anyone creating one in anybody's name, including celebrities – although Mr Mashiach says there are guardrails around abusive content.

Legally, the copyright belongs to the firm, but Mr Mashiach stresses that the product is intended as a "personalised gag gift", and the books do not get sold further.

Then, as Cohen and Versace entered into improvised dialogue, they became increasingly playful, with Mashiach and Pinciotti following suit and building to a reprise of the giddy duet, this time with piano and bass backing.

The Brazilian “Tudo Que Voce Podia Ser” began at a doleful medium tempo, but quickly evolved into a hard groove, Mashiach and Pinciotti stomping while Versace played piano with his left hand, Fender Rhodes electric piano with his right, and Cohen played driving, passionate funk.