### The First Descendant’s AI Ads: A Masterclass in What Not To Do
Gaming and artificial intelligence—two buzzwords that are practically guaranteed to make tech enthusiasts froth at the mouth. But what happens when these two worlds collide in a spectacularly awkward way? Enter **The First Descendant**, Nexon’s upcoming looter-shooter game, which isn’t just trying to make waves in the gaming world but also in the utterly bizarre universe of AI-generated advertising. Spoiler alert: it’s not going great.
In an attempt to promote their game, Nexon decided to go the *innovative* route by employing AI for ad creation. And by “innovative,” I mean they’ve practically invented a new form of cringe. The ads not only use AI-generated characters but also appear to have cloned at least one real-life content creator without their consent. Ah yes, nothing says “cutting-edge technology” like virtual identity theft.
But wait, there’s more! These AI ads are so poorly executed that they almost feel like a parody of themselves—except they’re very real and very, very awkward. If you’re a fan of second-hand embarrassment, buckle up.
### What Exactly Happened?
So, here’s the tea. According to a report from Eurogamer, Nexon’s promotional campaign for The First Descendant features AI-generated characters spouting lines that range from “meh” to “cringeworthy.” But the pièce de résistance? One of these AI characters bears an uncanny resemblance to a real-life content creator named *Sayu*.
And by “uncanny,” I mean it’s basically her digital twin—without her permission. The character looks eerily similar to Sayu, complete with a similar hairstyle, outfit, and even mannerisms. It’s almost like Nexon thought, “Hey, why hire real influencers when we can just clone them for free?”
Let’s not forget the cherry on top: the dialogue in these ads feels like it was written by an AI that just learned English yesterday. Imagine a robot trying to sound “hip” and “relatable,” and you’ll get the idea.
### Why This Is a Big Deal
Now, you might be thinking, “Who cares? It’s just an ad.” But this situation raises some serious questions about ethics, copyright, and the ever-blurring lines between humans and AI. Here’s why this matters:
– **Consent Is Key**: Using someone’s likeness without their permission is not just unethical; it’s probably illegal. Nexon might have just opened themselves up to a lawsuit.
– **AI Misuse**: AI has the potential to revolutionize industries, but when used irresponsibly, it can lead to issues like this—where creators’ rights are trampled in the name of “innovation.”
– **Public Perception**: Gamers are a savvy bunch, and many are already skeptical of AI. This kind of blunder only adds fuel to the fire.
### Pros & Cons of AI in Advertising
#### Pros:
– **Cost-Effective**: AI can save companies money on hiring actors or influencers.
– **Customizable**: AI characters can be tailored to fit a brand’s image.
– **Scalable**: AI can generate endless variations of ads quickly.
#### Cons:
– **Ethical Concerns**: As demonstrated here, using AI irresponsibly can lead to major backlash.
– **Quality Issues**: AI-generated content often lacks the human touch, making it feel robotic and inauthentic.
– **Legal Risks**: Cloning someone without their consent? Yeah, that’s a lawsuit waiting to happen.
### The Internet Reacts
As you can imagine, the internet did not take this lying down. Social media platforms exploded with criticism, memes, and general disbelief. One Twitter user commented, “This is what happens when corporations let AI do their thinking for them.” Another added, “Imagine being so cheap that you clone a real person instead of hiring them.”
Even Sayu herself weighed in, expressing her shock and disappointment over the situation. She noted that she had no idea her likeness would be used and called out Nexon for their lack of transparency.
### What Could Nexon Have Done Differently?
Here’s a wild idea: maybe just hire real people? The gaming community is full of talented content creators who would have been thrilled to collaborate on a project like this. Not only would this have avoided all the ethical and legal drama, but it also would have resulted in ads that actually resonate with gamers.
Alternatively, if Nexon was dead set on using AI, they could have at least ensured that their characters were original and didn’t resemble real people. A little bit of effort goes a long way, folks.
### The Bigger Picture
This fiasco is just one example of how companies are rushing to adopt AI without fully understanding its implications. While AI has the potential to be a game-changer, it’s not a magic wand that can replace human creativity and ethics. If anything, this situation proves that technology is only as good as the people using it.
For companies looking to integrate AI into their marketing strategies, let this be a cautionary tale. Cutting corners might save you money in the short term, but the long-term damage to your reputation could be far more costly.
### Final Thoughts
The First Descendant’s AI ad campaign is a textbook example of how not to use artificial intelligence. From cloning a real person without their consent to producing ads that are more cringe than compelling, Nexon has managed to turn what should have been a simple promotional effort into a full-blown controversy.
If you’re a gamer, content creator, or just someone who values ethical practices in tech, this story should serve as a reminder to stay vigilant. AI is here to stay, but it’s up to us to ensure it’s used responsibly.
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