The controversy has sparked a wider debate about the use of AI in the creative industry. Critics argue that AI is being used by companies to take advantage of creatives, treating their unique work as raw material. They call for creatives to resist changes that allow agencies and brands to steal work without appropriate credit. Meanwhile, Walker argues that the future will see brands training AI on their products and aesthetics, and using AI to do more with less in less time.
Key takeaways:
- An ad from Under Armour featuring boxer Anthony Joshua, directed by Wes Walker, has been criticized for claiming to be the “first Ai-powered sports commercial” while allegedly reusing others’ work without credit.
- Walker was accused of repackaging work from a film directed by Gustav Johansson two years ago, without initially crediting Johansson or André Chementoff, who shot the athlete footage.
- Walker defended the ad, citing limited time, budget, and access to Joshua, and argued that the future of branding involves training AI on their products and repurposing existing footage.
- The incident sparked a wider industry debate about the use of AI in creative work, with many creatives arguing that it should not be used as a means for companies to take advantage of them and their work.