📝 AI Generated Ad Creates Controversy

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Under Armour's latest ad featuring boxer Anthony Joshua, heralded as the "first Ai-powered sports commercial" by director Wes Walker, has sparked controversy among the creative community. Walker boasted on Instagram about creating the ad using a mix of AI video, 3D CGI, and other media, despite only having a 3D model of Joshua and existing assets to work with. However, the ad, while visually impressive, has been criticized for repackaging work without crediting the original creators. Filmmakers Gustav Johansson and André Chemetoff, whose work from a commercial directed by Johansson two years ago was used in the ad, expressed their concerns over the lack of credit and the misrepresentation of AI's role in the creative process. The debate has ignited discussions about the ethical use of AI in creative industries, with many arguing that it should not be used to undercut or undervalue human creativity and originality. The incident underscores the growing tension between the use of AI technology in commercial production and the need for proper acknowledgment and compensation for creative contributions.

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