On the social networking site X, game developer Nexon responded officially after users discovered that AI appeared to influence advertisements for their third-person shooter game, The First Descendant, on TikTok. Over the past few days, strange and AI-like ads from the TikTok account of The First Descendant started appearing across platforms like Reddit, leading Nexon to respond.
In a recent announcement, Nexon acknowledged discovering some questionable activities and has promised to conduct a thorough investigation. They also expressed regret for not addressing this issue publicly earlier.
According to The First Descendant X’s account, all videos submitted for advertising content on TikTok undergo a verification process to ensure there are no copyright infringements. However, some videos have raised concerns due to their questionable production circumstances. As a result, we are collaborating with TikTok for an in-depth investigation to establish the truth of the situation.
As a dedicated gamer, I’ve learned that Nexon, the game developer, has initiated an internal review regarding some questionable videos. They assure us they will keep us updated on their findings by issuing an official statement.
The AI ads are worse than you think
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One Reddit post on r/TheFirstDescendant shared numerous instances of advertisements for the game that seemed to be heavily influenced by AI. Many of these ads displayed AI-generated characters speaking in a monotonous tone and appearing uncertain about where to direct their gaze towards the camera. One particular ad had the audio lip-sync completely off-beat, featuring what appeared to be an image of TikToker DanieltheDemon, who has since refuted any involvement with this advertisement.
In a TikTok post, DanieltheDemon stated, “I am not associated with or bound by any contract with The First Descendant. They took my facial expressions and reactions from my most popular video without my permission. They then utilized AI to alter what I’m seen saying, as well as a voice that isn’t mine. I did not approve for my likeness to be used in this manner.
How might these ads be approved given their apparent flaws? It seems that the Nexon team may have relied on TikTok’s publishing system in good faith, unaware that such a system could permit content like this to slip through without adequate scrutiny.
Nexon’s response to the controversy seems to imply that the use of likenesses and AI in these ads was unintended, likely due to outsourcing them through TikTok’s Creative Challenge program. This is suggested because these specific ads only appeared on TikTok, not on other platforms. Nevertheless, players of The First Descendant must be patient for the joint investigation to conclude before a final decision can be made.
Based on information from TikTok’s website, the Creative Challenge Program launched in 2023 enables users to convert their creativity into monetary rewards by creating user-generated content (UGC) ads for brands, with earnings determined by the revenue generated from their creations. Users have welcomed this additional income opportunity on the platform, but it remains intriguing to observe if any adjustments will be made to the program in response to the possibility of misuse in this specific case.
In June, TikTok revealed on its website plans to enhance their Symphony platform, an AI ad system, by adding new features. These updates aim to empower users in creating content, generating AI avatars, and optimizing ads using artificial intelligence. Although the Creative Challenge program’s problem might have been resolved, it appears that AI-driven advertising could be a forthcoming development on TikTok, regardless.
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2025-08-20 17:40