Nexon's The First Descendant Faces Backlash Over AI-Generated Influencer Ads on TikTok

AI-Generated Influencers Spark Controversy

Nexon, the developer behind the free-to-play looter-shooter The First Descendant, has come under fire for using AI-generated influencers in its TikTok advertising campaign. The controversial ads, which were meant to promote the game's Season 3: Breakthrough update, have sparked outrage among players and content creators alike 1

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Source: Mashable

Uncanny Valley: The AI Ads in Question

The TikTok videos feature what appear to be streamers promoting The First Descendant. However, viewers quickly noticed several red flags that indicated these were AI-generated:

1. Artificial-sounding voices
2. Inauthentic scripts
3. Strange mouth and head movements

While these tells might not be immediately obvious to casual TikTok scrollers, they become apparent upon closer inspection 1

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Deepfake Controversy: Real Streamer's Likeness Used Without Consent

Perhaps the most egregious aspect of this campaign is the apparent use of a real content creator's likeness without their consent. One of the ads features what seems to be a deepfake of horror game streamer DanieltheDemon. The streamer has since stated that he has "no affiliation nor contract with The First Descendant" and did not consent to the use of his likeness 1

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Community Backlash and Credibility Concerns

The use of AI-generated influencers has not been well-received by the gaming community. Many players and content creators have expressed their disappointment and concern:

• "It's really a kick in the teeth to TFD content creators for them to be using AI for ads like this instead of actual content creators," said Reddit user u/iHardlyTriHard 2

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• "Honestly it's embarrassing I genuinely believe the ads will actually hurt the game because anyone who was maybe half interested in checking it out would see these and think not a fucking chance," commented Reddit user u/darknessinzero777 1

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Nexon's Response and TikTok's Creative Challenge Program

In response to the uproar, Nexon released a statement addressing the situation. The company explained that the controversial ads were not created directly by them but were submitted by third parties through TikTok's Creative Challenge program 4

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TikTok's Creative Challenge program allows brands to issue call-outs for user-created ads. Approved users can create videos following the brand's guidelines and earn commissions if their ad is used 1

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Source: PC Gamer

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Ongoing Investigation and Future Implications

Nexon has stated that they are "conducting a thorough joint investigation with TikTok to determine the facts" regarding the "inappropriate" circumstances surrounding the production of certain submitted videos 4

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This incident raises important questions about the use of AI in advertising, particularly in the gaming industry. As AI-generated content becomes increasingly sophisticated and harder to detect, it's likely that similar controversies will arise in the future 4

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Broader Implications for the Gaming Industry

This controversy highlights the potential risks of using AI-generated influencers over real content creators in game promotion. It also underscores the need for clearer guidelines and ethical considerations in the use of AI in advertising, especially when it comes to using real people's likenesses without their consent 5

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Source: PC Gamer

As the gaming industry continues to evolve alongside AI technology, it's crucial for companies to balance innovation with ethical practices and community trust. The outcome of Nexon's investigation and their future approach to advertising may set an important precedent for how game developers and publishers navigate the use of AI in their marketing strategies.