The First Descendant is a free-to-play looter-shooter game that has struggled to gain traction since its launch in June 2024. Over the weekend, it drew criticism for TikTok ads that prominently featured poor-quality AI-generated representations of real streamers endorsing the game. Many ads included awkward AI voices that did not match the visuals of the streamers. Nexon Games later stated they discovered irregularities in their TikTok Creative Challenge program, where creators submitted content for marketing. The poorly executed ads raised significant concerns regarding marketing ethics and technology use in advertising.
Looter-shooter 'The First Descendant' faced backlash for TikTok ads using terrible AI fakes of real streamers endorsing the game, raising questions about Nexon's marketing ethics.
The approved TikTok ads featured poorly executed AI-generated voices and clumsy lip-syncing, leading to public outrage and concerns over the future of marketing technology.
Nexon explained the situation by stating they identified irregularities in their TikTok Creative Challenge program that encouraged creators to submit content for advertising.
The combination of low-quality AI technology and the questionable choice to use a real streamer's likeness without consent highlights major ethical issues in digital advertising.
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