News">
Nexon Under Fire for Alleged AI-Generated Ads in ‘The First Descendant‘ Campaign
Published: August 18, 2025
Seoul, South Korea – Game developer Nexon has acknowledged “irregularities” in recent promotional material for its upcoming title, The First Descendant. The controversy erupted following accusations from fans that the company utilized Artificial Intelligence to create low-effort advertisements, perhaps without proper consent from individuals depicted within them.
Fan Discoveries Spark Outrage
The issue came to light over the weekend when a Reddit user,identified as iHardlyTriHard,posted a collection of four unusual TikTok advertisements. These ads, discovered within a short 15-minute scrolling session, exhibited several concerning characteristics – including visible lip-syncing errors, unnatural character movements, and dialog that seemed disjointed. Concerns escalated when viewers noticed the apparent use of a popular content creator’s likeness in at least one of the ads, raising questions about authorization.
It’s truly crazy to see the game the First Descendent not only steal content from a known content creator and used AI to promote their game. But they did ANOTHER ad using AI again to promote their game.
As I mentioned the other day, streamers need to be aware of this.
Nexon Responds, Inquiry Launched
Nexon swiftly issued a statement addressing the concerns. The company explained that the advertisements originated from a TikTok Creative Challenge, designed to encourage creators to voluntarily submit content for potential use in advertising campaigns. Nexon maintains that all submitted videos undergo copyright verification checks through TikTok’s system. However, the developer acknowledged identifying “cases where the circumstances surrounding the production of certain submitted videos appear inappropriate” and has initiated a joint investigation with TikTok to determine the facts.
notably, Nexon’s statement refrained from offering a direct apology, expressing regret only for the delay in providing facts about the investigation. The firm indicated that it will release a complete update once the verification process is complete.
The Broader Trend of AI in Gaming Marketing
This incident is not isolated. Several other game developers have faced criticism recently for their use of generative AI. 11 Bit Studios, the creator of The Alters, pledged to replace AI-generated text and translations after fans discovered embedded AI prompts. Similarly, Frontier Developments removed AI-generated character portraits from Jurassic world Evolution 3 following a wave of negative feedback.Activision has also been embroiled in controversy surrounding its use of AI-generated assets in various titles, including advertisements for non-existent games and Call of duty: Black Ops 6.
Did You Know? The global generative AI market is projected to reach $109.8 billion by 2032,according to a recent report by Grand View Research.
| Developer | Game | AI Issue | Resolution |
|---|---|---|---|
| Nexon | the First Descendant | AI-Generated Ads | Investigation Launched |
| 11 bit Studios | The Alters | AI-Generated Text | Planned Replacement with Handcrafted Assets |
| Frontier Developments | Jurassic World Evolution 3 | AI-Generated Portraits | Portraits Removed |
| Activision | Call of Duty: Black Ops 6 | AI-Generated Assets | Acknowledged Use, Further Scrutiny Expected |
Pro Tip: When encountering potentially AI-generated content, look for subtle inconsistencies in movement, lighting, and audio synchronization. These can be telltale signs of synthetic media.
The increasing use of AI in game marketing raises critical questions about authenticity,creator rights,and the ethical boundaries of promotional strategies. As AI technology evolves, it remains to be seen how the gaming industry will navigate these complex challenges.
The Rise of generative AI: A Long-term Outlook
Generative AI is rapidly transforming various industries, including gaming. While offering potential benefits like cost reduction and increased efficiency, the technology also poses meaningful risks related to copyright infringement, misinformation, and the displacement of human creative roles. The legal and ethical frameworks surrounding AI-generated content are still evolving.
The debate around AI-generated content highlights the importance of transparency and responsible AI progress. Companies must prioritize ethical considerations and ensure that they are not infringing on the rights of creators or misleading consumers. Consumers,in turn,need to develop critical thinking skills to discern between authentic and synthetic media.
Frequently asked Questions About AI-Generated Ads
- What is AI-generated advertising? AI-generated advertising utilizes artificial intelligence algorithms to create promotional content, such as images, videos, and text, frequently enough with minimal human intervention.
- Is it legal to use someone’s likeness in an AI-generated ad? Generally, it is not legal to use someone’s likeness without their explicit consent, as it can violate their right of publicity.
- How can I identify an AI-generated ad? Look for inconsistencies in details like lip syncing, facial expressions, and overall realism.
- What is Nexon doing about the AI ad concerns? Nexon has launched an investigation with TikTok to determine the circumstances surrounding the production of the advertisements.
- What are the ethical implications of using AI in advertising? Ethical concerns include potential copyright infringement, misinformation, and the lack of transparency regarding the use of AI.
How did Descendant’s attempt to leverage TikTok’s viral potential contribute to the negative perception of the AI-generated ad campaign?
Descendant Developer Addresses Backlash Over AI TikTok Ad Campaign
The Controversy Unfolds: AI-Generated Content & Authenticity Concerns
descendant, the popular mobile game developer known for its narrative RPGs, is currently navigating a significant PR challenge following a wave of criticism regarding its recent TikTok advertising campaign. The campaign, intended to promote the game’s latest expansion, “Echoes of the Void,” utilized AI-generated content – specifically, short video clips featuring characters seemingly reacting to gameplay.The core of the backlash centers around accusations of inauthenticity and a perceived devaluation of human creative effort.
Users quickly identified the uncanny valley effect present in the AI-generated videos. While technically proficient, the character movements and facial expressions lacked the nuance and emotional depth expected from Descendant’s traditionally high-quality character work.The hashtag #DescendantAI quickly trended, filled with commentary ranging from disappointment to outright anger. Many players expressed feeling misled, believing the ads implied actual in-game cutscenes or developer commentary.
Developer Response: Acknowledgment and Apology
led Developer, Elias Vance, addressed the controversy in a detailed post on the Descendant official forums and a subsequent live stream. Vance acknowledged the negative feedback, stating, “We sincerely apologize for the disconnect between our intention and the perception of the TikTok campaign. We aimed to create engaging, bite-sized content for a new audience, and in retrospect, we failed to adequately communicate the use of AI in its creation.”
Vance explained the decision to experiment with AI was driven by the need for rapid content creation to capitalize on TikTok’s viral potential. The team believed AI could efficiently produce a high volume of promotional material. However, they underestimated the importance of openness and the community’s sensitivity to AI-generated content, particularly within a creative field like game development.
Breakdown of the Campaign & AI Tools Used
Descendant utilized a combination of AI tools for the campaign:
character Animation: DeepMotion Animate 3D was used to generate basic character movements based on audio prompts.
facial Expression Generation: A proprietary AI model, internally dubbed “EchoFace,” was trained on existing in-game character models to create facial animations.
Voice Synthesis: ElevenLabs was employed to generate voiceovers mimicking the established voice actors for key characters.
Video Editing & Assembly: RunwayML Gen-2 was used for initial video assembly and stylistic effects.
The campaign’s budget was reportedly significantly lower then previous marketing efforts, a factor that contributed to the decision to leverage AI. However, Vance admitted this cost-saving measure ultimately damaged the brand’s reputation.
The Impact on Brand Perception & Player Trust
The incident has demonstrably impacted Descendant’s brand perception. Social sentiment analysis indicates a 25% decrease in positive mentions of the game across social media platforms since the campaign launched. Player trust, a crucial asset for a narrative-driven game, has also taken a hit.
Decreased In-App Purchases: Early data suggests a slight dip in in-app purchases following the controversy, though it’s too early to determine if this is directly correlated.
Forum Activity Surge: Forum activity has increased dramatically, with a significant portion of discussions focused on the ethics of AI in game development and Descendant’s transparency.
Review Bombing Attempts: While not widespread,there were isolated attempts at review bombing on app stores,quickly addressed by platform moderators.
Lessons Learned: Transparency & Ethical AI Implementation
Vance outlined several steps Descendant is taking to address the situation and prevent similar issues in the future:
- Increased Transparency: All future marketing materials utilizing AI will be clearly labeled in this very way.
- Human Oversight: AI-generated content will undergo rigorous review by human artists and animators to ensure quality and authenticity.
- Community Consultation: descendant plans to engage in open dialog with the community regarding its AI strategy.
- Focus on AI as a Tool, not a Replacement: The company reaffirmed its commitment to prioritizing human creativity and using AI as a tool to assist artists, not replace them.
The Wider Implications for the Gaming Industry
This incident serves as a cautionary tale for the gaming industry as a whole. The increasing accessibility of AI tools presents both opportunities and risks. While AI can streamline content creation and reduce costs, it’s crucial to prioritize ethical implementation and maintain transparency with players. The Descendant case highlights the importance of:
Authenticity in Marketing: Players value genuine connection with developers and the games they create.
Respect for Creative Labor: Devaluing human artistry can alienate a dedicated fanbase.
Proactive Communication: Addressing concerns openly and honestly is essential for maintaining trust.
Future of AI in Descendant’s Development Pipeline
Despite the backlash, Descendant isn’t abandoning AI entirely. Vance indicated the company is exploring ways to utilize AI for tasks such as:
Procedural Content Generation: Creating diverse environments and minor assets.
Automated Bug Testing: Identifying and resolving technical issues more efficiently.
* Personalized Player Experiences: Tailoring gameplay elements based on individual player preferences.
However, these applications will be approached
