The incident sparked a debate in the creative industry about the use of AI and the importance of crediting original work. Walker eventually credited Johannson in the video's description, but not before other creatives expressed their disapproval. Concerns were raised about the potential for AI to be used to repurpose existing work without proper credit, with some fearing that their work could be used to train large generative AIs.
Key takeaways:
- American sportswear brand Under Armour has been criticized for releasing an "AI-powered ad" that reused footage from previous commercials without giving full credit to the original creators.
- The ad was directed by Wes Walker, who initially did not give proper credit to the original director, Gustav Johannson, and his cinematographer André Chemetoff.
- After the issue was raised, Walker eventually credited Johannson and Chemetoff in the video's description, but the incident had already sparked a debate in the creative industry.
- Industry professionals expressed concerns about the use of AI in this manner, with some fearing that their work could be used without proper credit in the future.