Nexon under fire over AI ads on TikTok

Nexon says it and TikTok are investigating questionable ads that use AI generated likenesses for The First Descendant.

Nexon Faces Backlash Over AI Generated TikTok Streamer Ads

South Korean publisher Nexon is probing a TikTok marketing push for The First Descendant after players highlighted ads showing AI like streamers praising the game. Nexon says a Creative Challenge allowed creators to submit content for ads and that TikTok checked all submissions for copyright before approval. However, some videos appear to feature artificial performers and altered mouths. Affected likenesses have drawn attention, including a streamer who said he did not consent.

The company faces questions about how much control it has over final ads, whether consent was obtained, and how much responsibility TikTok bears for the screening process. The incident follows earlier debates about copying real creators for marketing and the risks of outsourcing creative work to a platform that can approve questionable content. Industry watchers say this could undermine trust in influencer marketing, even as brands push to scale with AI tools.

This case highlights a clash between fast, scalable marketing and clear ethical lines. Outsourcing ads to platforms and using AI to simulate faces creates a slippery slope for brand trust. The risk is not only a single apology but lasting damage to Nexon’s image and to creators who fear misuse of their likeness. Regulators and platform guidelines may tighten the rules around consent and automated content, changing how campaigns are built in the future.

Highlights

As the investigation unfolds, the industry will watch how Nexon handles consent, oversight, and accountability.