AI likeness concerns in game ads

A streamer says ads for a popular game used his likeness and voice without permission, highlighting consent and platform safeguards in AI-driven marketing.

Streamer Alleges AI Used to Forge His Likeness in The First Descendant Ads

Ads for The First Descendant appeared on TikTok over the weekend through the game’s official account as part of a Creative Challenge campaign. A montage shared by Reddit users showed multiple creators speaking about the game, with commentators noting the voices and mouth movements appeared AI-generated. The montage’s first clip seemed to feature streamer DanieltheDemon, who later stated that the videos had nothing to do with him and that his likeness was used without permission.

Nexon issued a statement saying the ads were submitted by creators under TikTok’s Creative Challenge, an official monetization program that turns creators’ work into ads for brands. The company said some videos slipped past copyright checks and that it is conducting a joint investigation with TikTok to determine the facts. TikTok describes the program as a way to turn creativity into cash through user-generated content, but the company acknowledged the review has taken longer than expected.

The incident tests how far brands can rely on user-generated content in sponsored campaigns. It also reveals gaps in consent and the protection of a creator’s digital likeness when AI tools are involved. As platforms refine their verification systems, advertisers face reputational risk if campaigns rely on unverified or misrepresented content. This case could push tighter safeguards and clearer rules around who can use a creator’s image and voice in advertising.

Highlights

Likeness rights are catching up with technology, and the industry will be watching closely.