1. Under Armour ad featuring Anthony Joshua comes under fire for claiming to be “Ai-powered” without crediting original creators of some of the content.
2. Director Wes Walker faced criticism on Instagram for reusing others’ work without credit as part of an AI hype cycle cash grab.
3. Industry creatives spoke out against the practice, highlighting the importance of giving credit where it is due and resisting changes that allow companies to take advantage of artists.
The new Under Armour ad featuring Anthony Joshua has faced criticism for being a cash grab in the AI hype cycle. The director claimed it as the “first Ai-powered sports commercial” but was accused of reusing others’ work without credit. The ad itself combines live footage with 3D models, landscapes, and abstract scenes.
Critics pointed out that the ad reused work from a previous commercial without giving credit to the original creators. The director was accused of not being honest about the use of AI in the production. After backlash, credits were added to the post to acknowledge the work of other creators involved.
Creatives in the industry expressed concern about brands taking advantage of AI to repurpose existing footage without giving credit to the original creators. They emphasized the importance of maintaining ethical standards in the industry, resisting changes that allow companies to steal work without appropriate credit.
The debate around this ad highlights the challenges creatives face in a rapidly changing industry landscape where AI is being used to repurpose content. Several industry professionals emphasized the need for filmmakers to stand together and uphold artistic moral codes as they navigate this new AI landscape.