Nexon faces backlash over AI ads for The First Descendant

The piece examines allegations that Nexon used AI generated ads featuring fake streamers to promote The First Descendant, raising questions about consent, licensing, and trust in gaming marketing.

Nexon Faces Backlash Over AI Ads for The First Descendant

Nexon is accused of using AI generated advertisements featuring fake streamers to promote The First Descendant, a free-to-play shooter. Clips circulating on TikTok and Reddit show four ads that imitate real people, including a figure said to resemble the streamer DanieltheDemon. In one clip the voice does not match the look, and a Reddit post claims AI IMG2VID was used to reproduce the individual.

The ads appear to promote a collaboration with Nier Automata, a property Nexon does not control. It remains unclear whether PlatinumGames approved the effort, or if licensing considerations were bypassed. The incident highlights tensions between rapid AI marketing and the rights of creators and IP owners, as fans question authenticity and trust in brand messaging.

This episode reveals a thin line between experimentation and deception in marketing. Using AI to simulate influencers without consent can damage trust and invite scrutiny, especially when promotions touch on cross IP collaborations and famous IPs. The consequences extend beyond a single campaign to brands that choose to push the boundaries of new technology.

As AI tools become cheaper and more widespread, brands will need clear disclosure norms and permission frameworks. The question is not whether AI can create hype but who gets to authorize the use of a real or synthetic persona and how fans are informed.

Highlights

As AI marketing expands, clear consent and disclosure standards will shape what is allowed in gaming campaigns.