A significant controversy has engulfed the upcoming game 'The First Descendant' following the appearance of AI-generated advertisements on TikTok. These ads have drawn widespread criticism for allegedly utilising the likenesses of real content creators without their explicit consent, igniting a heated debate over identity theft and the ethical boundaries of artificial intelligence in marketing.
The First Descendant's AI Ad Controversy
AI-generated advertisements for the game 'The First Descendant' were widely circulated on TikTok.
These ads reportedly featured the digital likenesses of actual content creators, seemingly without their permission.
The gaming community reacted with strong condemnation, labelling the practice as unethical and potentially illegal.
The incident has intensified discussions surrounding the urgent need for regulation in AI-generated content.
The controversial advertisements, described by many as “shameful” and “haunting,” quickly garnered negative attention. Viewers noted the unnatural movements, fixed gazes, and mispronounced words characteristic of poorly executed AI deepfakes. The primary concern, however, was the apparent appropriation of individuals' identities to promote the game. This raised immediate questions about who authorised such content and the potential legal ramifications.
Unauthorised Likeness Use Sparks Outrage
The core of the outrage stems from the allegation that real content creators' faces and voices were used to endorse a product without their knowledge or consent. Critics argue this constitutes a severe form of identity theft, potentially damaging the creators' reputations and careers by associating them with content they did not produce or approve. Calls for legal action, including prosecution under identity theft laws, have emerged from the community. While some reports suggest Nexon, the game's publisher, may have attempted to distance itself by implying the ads originated from a creator competition or blaming TikTok for inadequate vetting, the responsibility for the content remains a contentious issue.
Ethical and Legal Ramifications
This incident has reignited broader discussions about the ethical implications of AI technology. Many are questioning the industry's approach, encapsulated by the sentiment of “Can we, not should we?” The use of AI to generate human likenesses without permission highlights a slippery slope towards a “dystopian” future where personal data and identities could be exploited freely. Concerns extend to AI's potential to displace human artists, spread misinformation, and its significant environmental footprint due to high energy consumption. The community largely agrees that while AI has beneficial applications, its use in deceptive advertising is a dangerous precedent that demands immediate regulatory attention.
Community Demands Regulation
The overwhelming sentiment from the gaming community and beyond is a demand for robust regulation of AI-generated content. There is a clear consensus that individuals must have control over their likenesses and that companies should not be permitted to use AI to create misleading or unauthorised endorsements. The incident serves as a stark reminder of the urgent need for legal frameworks to address the rapid advancements in AI, ensuring accountability and protecting individuals from exploitation in the digital realm.