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‘AI-powered’ ad ignites creator controversy on Instagram
A new ad from Under Armour featuring boxer Anthony Joshua has come under fire from creatives on Instagram after its director claimed it as the "first
A new ad from Under Armour featuring boxer Anthony Joshua has come under fire from creatives on Instagram after its director claimed it as the “first Ai-powered sports commercial” — but critics in the industry say it blatantly reused others’ work without credit as part of an AI hype cycle cash grab. Walker claimed that the whole thing was done in three weeks flat, which is quite short for a major brand and athlete, and noted of the reliance on AI that “Key in this industry shift is that we stay true to the core of what we’re here to do – tell powerful stories and uplift the human soul with beautiful, provocative and interesting visions…Ai will integrate into our workflows in ever evolving ways … but the heart and the mind that peer behind the veil and doors of perception … is still and will always be ours.” While there is an expectation that commercial work will be abused and reused to some extent, they pointed out there is a vast gulf between shooting stock footage or everyday stuff, and being commissioned to create a film with a unique treatment and creative vision — but both are being treated as raw material by brands.
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