Nexon, the developer of The First Descendant, has faced widespread backlash after using AI-generated influencers and a deepfake of a real streamer in promotional TikTok ads without consent.The controversy emerged when users noticed red flags such as artificial-sounding voices, inauthentic scripts, and unnatural mouth movements in the videos, which were later confirmed to be AI-generated .
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mashable.comOne ad even appeared to use a deepfake of horror game streamer DanieltheDemon, who denied any involvement and criticized the company for exploiting his likeness without permission .
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mashable.comThe ads, part of The First Descendant's Season 3: Breakthrough campaign, were submitted through TikTok's Creative Challenge program, which allows creators to submit content for brand partnerships.However, Nexon admitted it did not directly create the videos and instead blamed "certain irregularities" in third-party submissions, citing a joint investigation with TikTok to determine the facts .
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inkl.comThe developer’s response has drawn criticism for potentially abdicating responsibility for vetting ad content, especially given the obvious nature of the AI-generated material .
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mashable.comDanieltheDemon’s case highlights the ethical concerns surrounding deepfakes in marketing.His most popular TikTok video, which featured a viral moment from the indie horror game The Guest, was allegedly repurposed to promote The First Descendant.The altered clip included AI-generated mouth movements and an entirely different game’s footage, creating the illusion that DanieltheDemon was endorsing the title."I did not consent for my likeness to be used," he stated in a TikTok comment, adding that the incident damaged his credibility as a content creator .
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mashable.comReddit users and other streamers echoed similar frustrations, with some accusing Nexon of undermining genuine creators by relying on AI-generated content.One user noted that the ads could deter potential players from exploring the game, stating, "Anyone who was maybe half interested in checking it out would see these and think not a fucking chance" .
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mashable.comThese criticisms underscore the broader debate over authenticity in digital marketing, where AI tools risk eroding trust between brands and audiences.Nexon’s handling of the situation has also raised questions about TikTok’s vetting processes for user-generated content.While the platform claims to verify submissions for copyright violations, the incident suggests gaps in its ability to detect AI manipulation.Nexon’s statement acknowledged delays in addressing the issue but emphasized a commitment to improving ad approval procedures in the future .
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inkl.comHowever, critics argue that stricter oversight is necessary to prevent similar controversies, especially as AI-generated content becomes increasingly indistinguishable from real media.The controversy reflects a growing trend of misuse in digital advertising, where AI tools are being weaponized to manipulate public perception.While The First Descendant case focuses on gaming marketing, it mirrors broader concerns about deepfakes and synthetic media across industries.As AI technology advances, the challenge for platforms and creators alike will be balancing innovation with ethical responsibility in content creation .
