Nexon uses AI-generated deepfake ads without creator consent for The First Descendant
Nexon created AI-manipulated TikTok advertisements for The First Descendant that replicated the likeness of content creator DanieltheDemon without consent, using deepfake technology to alter his face, reactions, mouth movements and voice. Nexon acknowledged irregularities in the ads and launched an investigation, attributing them to a creator submission challenge.
What happened
Nexon used AI to create or manipulate TikTok advertisements for The First Descendant that exhibited mismatched lip syncing, strange head movements, and unnatural dialogue.
Content creator DanieltheDemon stated that ads 'stole my face/reactions from my most viral video and used AI to change what my mouth says and a voice that isn't mine' without consent or affiliation with the company.
Nexon attributed the ads to a TikTok Creative Challenge allowing creators to voluntarily submit content for advertising, but acknowledged 'irregularities' and launched an investigation into cases where 'circumstances surrounding the production of certain submitted videos appear inappropriate.'
Reported impact
Content creators faced unauthorized use of their likenesses in AI-manipulated video advertisements without consent.
Index analysis
The incident highlights the use of deepfake video technology to create advertisements featuring non-consensual replications of real content creators' faces, voices, and reactions.
Governance controls
Nexon stated that 'all submitted videos are verified through TikTok's system to check copyright violations before they are approved as advertising content,' but this verification process failed to prevent unauthorized use of creator likenesses.
Nexon launched an investigation to verify circumstances surrounding the production of problematic submitted videos.
Classification
Sources and evidence
Sources not yet published
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