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‘World’s first AI-powered sports commercial’ for Under Armour faces backlash from creatives


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Image: Under Amour


Under Armour, the industry-leading sports brand, recently unveiled what they touted as the 'world’s first AI-powered sports commercial’. This approach to advertising has sparked controversy and debate within the industry.


The commercial, titled ‘Forever is Made Now’ and featuring the famous boxer Anthony Joshua, was directed by Wes Walker. Walker claimed that the advertisement was created using a mix of AI video, AI photo, 3D CGI, 2D VFX, motion graphics, 35mm film, digital video, and advances in AI voiceover. The director also stated that the entire project was completed in a mere three weeks.



A post shared by Wes Walker (@wes_walker_)


However, the commercial has been met with backlash from various creatives on Instagram. Critics argue that the ad blatantly reused others’ work without credit, terming it as part of an AI hype cycle cash grab. The controversy has ignited a wider conversation about the respect and recognition of original creators in the age of AI.


While AI continues to revolutionize various industries, including advertising, the ethical use of AI in creative industries remains a contentious issue. As we navigate this new landscape, it’s crucial to strike a balance between leveraging AI’s capabilities and respecting the work of original creators.



What are your thoughts on this? Do you believe AI should be used in such a manner in the creative industries, or should there be stricter regulations to ensure original creators are credited appropriately?




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