Free-to-play game The First Descendant has been slammed for apparently using fake AI-generated influencers in their TikTok ads, as well as a deepfake of at least one real streamer without their knowledge or consent. The developer has now claimed this was the result of “certain irregularities” found in the operation of its call out for user-created content.
Released by MapleStory developer Nexon last year, The First Descendant is a third-person loot shooter in which players fight alien invaders. Like many other online multiplayer games such as Fortnite and League of Legends, The First Descendant has “seasons,” periods lasting a few months in which new content is added to the game. Season 3: Breakthrough began in August, with Nexon reportedly posting videos to The First Descendant‘s official TikTok account to promote the event.
However, players soon noticed something off about these ads. While the TikTok videos appeared to feature clips of streamers promoting The First Descendant, several factors indicated that they had actually been generated using AI. Red flags included the ostensible streamers’ artificial-sounding voices, their inauthentic scripts, and their strange mouth and head movements. While viewers may not immediately pick up on these tells while casually scrolling through their TikTok feed, it quickly becomes obvious once you pay more attention to the clips.
Reddit user u/iHardlyTriHard compiled several of the ads in a post to the r/TheFirstDescendant subreddit, claiming that their TikTok For You page showed them four of the videos within 15 minutes.
“It’s really a kick in the teeth to TFD content creators for them to be using AI for ads like this instead of actual content creators,” wrote u/iHardlyTriHard, who claimed to be a content creator themself.
Even more egregious was the fact that at least one of The First Descendant‘s TikTok ads appeared to use the likeness of a real content creator without his consent. In the first clip from u/iHardlyTriHard’s compilation, an apparent deepfake of horror game streamer DanieltheDemon can be seen talking about playing The First Descendant and promoting the game. However, DanieltheDemon has since stated that he had nothing to do with the game or ad.
“I have no affiliation nor contract with The First Descendant,” DanieltheDemon wrote, commenting under Game Central’s TikTok video on the issue. “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…”
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With 8.3 million views, DanieltheDemon’s most popular TikTok video shows the streamer playing indie horror game The Guest. The First Descendants‘ ad appears to have taken DanieltheDemon’s video, flipped it, used AI to change his mouth movements and words, then added footage of their entirely different game to make it seem as though he was promoting it.
Left: A screenshot from DanieltheDemon’s most popular video. Right: A screenshot from ‘The First Descendants’ TikTok ad.
Credit: Mashable edit: Screenshot from @danielthedemon TikTok video; screenshot from @firstdescendantofficial TikTok via u/iHardlyTriHard
“Honestly it’s embarrassing I genuinely believe the ads will actually hurt the game because anyone who was maybe half interested in checking it out would see these and think not a fucking chance,” Reddit user u/darknessinzero777 said of the fiasco.
“I have no idea how I can recommend this game to other people at this point without also completely ruining my own credibility in the process,” commented u/Detpowell.
The First Descendant developer responds to AI ad controversy
On Monday, Nexon released a statement addressing the uproar. While it did not directly address DanieltheDemon’s specific situation, the developer did explain that it had not created the controversial ads itself. Rather, the videos had been created and submitted to them by third parties.
“As a part of our marketing campaign for [The First Descendant] Season 3: Breakthrough, we recently ran a Creative Challenge program for TikTok creators, which allows creators to voluntarily submit their content to be used as advertising materials,” Nexon wrote in its announcement. “All submitted videos are verified through TikTok’s system to check copyright violations before they are approved as advertising content.
“However, we have become aware of cases where the circumstances surrounding the production of certain submitted videos appear inappropriate. Thus, we are conducting a thorough joint investigation with TikTok to determine the facts.”
TikTok’s Creative Challenge program enables brands to issue call outs for user-created ads. Users who have been approved by TikTok to be part of this program can then create videos following the brand’s guidelines, and will earn commissions on their content if their ad is used. Unfortunately, it seems that TikTok’s vetting process may need reworking.
Even so, not all the blame can be laid at TikTok’s feet. Judging from Nexon’s statement, it appears the developer either completely abdicated ad vetting to TikTok, or simply failed to catch the AI-generated content in its own checks. Neither option bodes well. Particularly considering that The First Descendant ads’ AI use seems fairly obvious, increased scrutiny in Nexon’s ad approval process wouldn’t go amiss.
Nexon states that its review of the situation is taking longer than expected, and it will provide further updates in due course. In any case, the developer will likely be more careful about approving crowdsourced ads in the future.
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