Nexon faces questions over AI TikTok ads

Nexon is under scrutiny for TikTok ads that used obvious AI fakes of real streamers to promote The First Descendant.

Nexon Faces Questions After AI TikTok Ads for The First Descendant

Over the weekend, TikTok ads for The First Descendant featured AI-generated voices and manipulated likenesses of real streamers, triggering criticism and concern about consent and authenticity. A Reddit compilation highlighted how obviously fake the endorsements were, drawing attention to the broader risks of AI in marketing. Nexon issued a statement on X noting irregularities in its Creative Challenge program forSeason 3 Breakthrough, and said videos were verified by TikTok for copyright issues before approval. The company added it is conducting a joint investigation with TikTok and apologized for the delay in notifying the public.

The statement reads like a defensible blame shift, suggesting the problem lies with platform verification rather than internal screening. It leaves unresolved how such obviously fraudulent content slipped into official advertising. Two scenarios loom: Nexon approved the ads despite their flaws, or Nexon did not screen them at all before release. Either outcome damages trust and raises questions about internal controls, oversight of influencer marketing, and responsibility for user-generated content used in campaigns.

This episode exposes a fault line in modern marketing where AI-generated content can masquerade as a trusted endorsement. The quick pivot to blaming the platform signals a fragility in brand governance and a need for clearer guardrails around consent, likeness rights, and copyright in AI tooling. As audiences grow savvier, the industry will face pressure to prove that campaigns are transparent, verifiable, and ethically produced rather than clever but careless experiments. The timing around Season 3, amid tepid reception for The First Descendant, makes the misstep more costly and more public, potentially shaping how publishers pursue user-generated content in the future.

Looking ahead, brands will need robust internal review processes, explicit consent rights for real people depicted in AI content, and clearer collaboration standards with platforms. Without these, the line between innovation and manipulation will blur further, inviting ongoing backlash and reputational harm.

Highlights

The industry will watch Nexon closely as it navigates accountability and trust in AI advertising.