Nexon Launches Investigation into AI TikTok Ads for The First Descendant

In a significant and controversial turn for the marketing of its new looter shooter, The First Descendant, publisher Nexon is facing a wave of backlash for using what appear to be AI-generated “streamers” in its TikTok advertising. The outrage intensified when a real-world content creator claimed that one of the ads had used his likeness without permission, leading Nexon to issue an official statement and launch a joint investigation.

The controversy began when a Reddit user compiled a series of strange, uncanny TikTok ads for the game. These videos featured various individuals enthusiastically talking about the game, but with telltale signs of AI generation: awkward lip-syncing, unnatural speech patterns, and a general lack of authentic human expression. The situation escalated dramatically when one of the AI-generated “streamers” was found to bear a striking resemblance to a real creator named DanieltheDemon.

“They Stole My Face” – The Streamer’s Accusation

In a direct comment, DanieltheDemon stated that he had “no affiliation nor contract with The First Descendant,” and that they “stole my face/reactions from my most viral video and used AI to change what my mouth says and a voice that isn’t mine. I did not consent for my likeness to be used.” This powerful accusation transformed the issue from a debate about ethical advertising into a serious claim of intellectual property theft and a breach of a creator’s likeness.

The community’s response has been overwhelmingly negative. Players and content creators alike have condemned the use of AI in place of genuine influencer partnerships, calling the ads “embarrassing” and suggesting they make the game look like a “scam” or “phishing attempt.” This sentiment is particularly stinging for a live-service game that depends on a strong, engaged community and a positive relationship with its content creators.

Nexon’s Response: An Official Investigation

In a statement posted on X (formerly Twitter), Nexon acknowledged “certain irregularities” in the operation of their “TikTok Creative Challenge.” The publisher claimed that the ads were submitted by creators as part of a voluntary program and that they were “verified through TikTok’s system to check copyright violations.” However, Nexon admitted that “the circumstances surrounding the production of certain submitted videos appear inappropriate” and that they are now conducting a “thorough joint investigation with TikTok to determine the facts.”

The official statement has done little to quell the outrage. Critics point out that Nexon’s response does not directly apologize for using AI-generated content or for the unauthorized use of the streamer’s likeness. The publisher’s decision to shift blame to a third-party submission system has also been met with skepticism. This incident follows a previous controversy where The First Descendant was accused of using icons that were too similar to those in Destiny 2, which were later changed.

As the investigation unfolds, the gaming community will be watching closely. This controversy highlights the growing ethical minefield that companies face when they turn to AI for marketing. For a game like The First Descendant, which is still working to build its player base, this misstep could have a lasting, negative impact on its reputation.