What's Happening?
A streamer known as DanieltheDemon has alleged that Nexon, the publisher of the game The First Descendant, used AI technology to create advertisements that falsely depict him promoting the game. These ads appeared on TikTok, showing a likeness of DanieltheDemon with altered voice and mouth movements, which he claims were taken from his viral video without consent. Nexon has responded by stating that the ads were part of a TikTok Creative Challenge, where creators submit content for advertising. The company acknowledged that some ads bypassed TikTok's copyright checks and are now under investigation.
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Why It's Important?
This incident raises significant concerns about the use of AI in digital marketing, particularly regarding consent and copyright issues. The unauthorized use of a streamer's likeness could have legal implications for Nexon and TikTok, potentially affecting their reputations and leading to stricter regulations on AI-generated content. It also highlights the challenges of moderating user-generated content on social media platforms, which could impact how companies approach influencer partnerships and advertising strategies.
What's Next?
Nexon is conducting a joint investigation with TikTok to determine how these ads were approved and to address the irregularities. The outcome of this investigation could lead to changes in TikTok's content approval processes and influence future marketing campaigns. Stakeholders, including content creators and digital rights advocates, may push for clearer guidelines and protections against unauthorized use of personal likenesses in AI-generated media.
