Nexon, the developer and publisher of The First Descendant, is facing accusations of using a series of AI-generated TikTok advertisements, at least one of which is alleged to have cloned a real content creator.

As collated by Reddit user u/iHardlyTriHard, scrolling their For You Page for just 15 minutes yielded four AI-generated ads, along with two other "low-effort ads that aren't specifically AI." The OP points out that the issue isn't the use of generative AI in and of itself, but the fact that at least one ad uses the likeness of DanieltheDemon – and it's unknown if this was with their consent.

The gaming community has expressed its dismay, with one commenter stating that it's "a kick in the teeth to TFD content creators for them to be using AI for ads like this instead of actual content creators, especially since Nexon Creators has over 8.8k people signed up to it."

Regional Perspective

The unique angle of this story lies in the accusations against a major gaming company for using AI-generated ads in a potentially unethical manner, including cloning the likeness of a real content creator. This raises questions about marketing practices within the gaming industry, particularly concerning consent for the use of likeness and voice.

Analysis

This incident points to a broader trend in digital marketing where companies are looking to cut costs and increase efficiency through AI. However, the use of AI in advertising, especially when it involves cloning content from real creators without clear consent, raises significant ethical and legal concerns. This could lead to a loss of trust among the public, as gamers may feel the company is not supporting its own creator community.

Furthermore, the alleged deletion of comments and re-uploading of ads by The First Descendant's team suggests a lack of transparency. In late July, 11 Bit Studios, the developer of The Alters, faced similar criticism after AI prompts were discovered in the game's subtitles and flavor text. These incidents, taken together, highlight the need for clear guidelines and responsible practices in the use of AI within the entertainment industry.

For businesses, the challenge lies in balancing the adoption of new AI technologies with ensuring ethical and transparent practices. It may be prudent to invest in original content creation with human content creators or to obtain explicit consent when using AI models that mimic real individuals. Failure to do so could lead to significant backlash and long-term damage to brand reputation.