Looter shooter The First Descendant is under fire for using AI ads of fake streamers to promote the game, including one that appears to use the likeness of a real content creator.
Reddit user ‘iHardlytriHard’ compiled a series of different ads from TikTok, which they claim took them no longer than 15 minutes of scrolling to find. Four of them show ‘streamers’ discussing the game, while a couple of others use an AI voiceover.
It doesn’t take too long to realize that the creators in the videos aren’t real, as most of the signs we’ve come to know are present, from slightly off lip-sync to unrealistic voice-overs and language. One even claims that The First Descendant is “the world’s most popular shooter RPG.”
TFD under fire over ads using AI streamers
The issue, as pointed out by fans, is that one of the clips even seems to use the likeness of a real steamer.
The first ad in the OP’s post looks eerily similar to DanieltheDemon, although it isn’t clear at the time of writing if this was done with the creator’s consent.
Plenty of players have responded, calling out the decision to market the game in this way, arguing that they could have paid real creators to appear in the ads and that using AI could actually harm the reputation of TFD.
The First Descendant devs respond to AI ads
Developer Nexon has now responded to the controversy, revealing that this was part of a program where creators could volunteer to be included in marketing. They explained that videos were supposed to be verified by TikTok, but some have managed to slip through.
“As a part of our marketing campaign for Season 3: Breakthrough, we recently ran a Creative Challenge program for TikTok creators, which allows creators to voluntarily submit their content to be used as advertising materials,” they said in a statement.
“All submitted videos are verified through TikTok’s system to check copyright violations before they are approved as advertising content.”
“However, we have become aware of cases where the circumstances surrounding the production of certain submitted videos appear inappropriate. Thus, we are conducting a thorough joint investigation with TikTok to determine the facts.”
Still, it’s not entirely clear how much of a hand the developer had in putting together these ads, and whether or not they reviewed the footage themselves before putting them out.
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