Comment Section for ‘AI-powered’ ad ignites creator controversy on Instagram | TechCrunch

This TechCrunch article discusses a controversy surrounding a new Under Armour ad featuring boxer Anthony Joshua, which its director, Wes Walker, claimed to be the "first AI-powered sports commercial." However, industry creatives have criticized the ad for apparently reusing others' work without credit, suggesting it's part of an AI hype cycle cash grab. Walker stated the ad was created using various AI tools, 3D CGI, 2D VFX, motion graphics, and more, but did not initially credit the original creators of the reused content, including a film-based production by Gustav Johansson. The controversy has sparked a broader discussion about the ethical use of AI and existing content in advertising, with many in the industry expressing concern about brands repurposing their work without proper credit.