It has been a while. As a surprise for my husband, we went to London on December 30th 2024 to see Abba Voyage. There, Agnetha, Björn, Benny, and Frida appeared before us once again—reborn as the youthful pop stars they once were. Since its premiere in 2022, this show has been a massive success. People from all over the world come to watch the four band members take the stage as holograms and sing for ninety minutes straight. But comparing the Abba Voyage and Deepfake Therapy: why do we embrace one and resist the other?
We truly enjoyed the performance. But it also raised a question for me: why are these holograms such a huge success, while Deepfake Therapy in bereavement is met with so much criticism? After all, in both cases we are trying to relive the past. Why do we embrace one and resist the other?
The Magic of Nostalgia
Nostalgia plays a huge role in how we experience technology. With Abba Voyage, people recall carefree youth, dancing to “Dancing Queen” (my husband’s favorite), and the joy of sharing music together. The holograms amplify those happy memories, without raising emotionally charged questions.
Deepfake Therapy in bereavement, however, touches a far more sensitive chord. It’s not just about memories, but about longing for connection, processing grief, and often addressing unfinished business. That depth makes the technology powerful—yet also controversial.
The Ethical Question of Deepfake
One key difference lies in ethics. Abba Voyage has the clear consent of the band members and an artistic purpose. Deepfake Therapy, on the other hand, raises questions about permission, authenticity, and the limits of technology in deeply emotional contexts. The idea of replicating the voice or face of a deceased loved one can feel unsettling, because it blurs the line between reality and simulation—even when transparency is emphasized.
The Illusion of Control
Abba Voyage offers its audience a safe illusion: the band performs, the audience applauds, and everyone leaves with a smile (we certainly did).
Deepfake Therapy is different. It invites grieving individuals to face the complexity of loss head-on. Critics often say: “This will prevent mourners from accepting reality.” Yet my experience tells a different story. Every person sitting behind that laptop knows very well that they are speaking with a deepfake. What makes it so powerful is precisely its confrontational nature. Entering such an encounter requires courage—it demands active grieving and self-reflection, something not everyone is immediately ready for.
Bridging Two Worlds
The difference in reactions has everything to do with context and the emotions each technology evokes. Deepfake Therapy has the potential to be a valuable tool in grief processing, provided it is used with care and respect. Perhaps Abba Voyage can teach us something here: how to make this technology more accessible and less intimidating. By creating a safe and transparent environment, we can show how technology can foster not only nostalgia, but also connection.
Deepfake and Holograms: Connection and Nostalgia
Both holograms and deepfakes give us something. They offer a way to revisit the past. With the right boundaries, we can demonstrate how technology doesn’t just revive nostalgia, but can also nurture human connection.
Whether Deepfake Therapy truly delivers the positive effects I witness in my practice whenever clients engage with it is something that still needs thorough research. Fortunately, I am increasingly approached by scientists who are working on exactly that.
And I am curious to see what the future holds.
Conclusion
Abba Voyage and Deepfake Therapy: Why We Embrace One and Resist the Other: both Deepfake Therapy and Abba Voyage show how technology allows us to revisit the past. The difference lies in the emotional weight and in our capacity to be vulnerable. Too often I hear: “We shouldn’t do this to grieving people,” as if mourners are incapable of thinking for themselves. Perhaps it is time to explore how these techniques can enrich one another. Because in the end, both are about the same human longing: cherishing memories and finding meaning in our past.