Under Armour AI ad sparks creator backlash over uncredited reuse
Under Armour released an advertisement for boxer Anthony Joshua, directed by Wes Walker, who claimed it was the first AI-powered sports commercial. Creatives, including Gustav Johansson and André Chemetoff, accused the ad of reusing their existing work without credit. Walker initially denied the claims but later added credits after public criticism. The incident highlights concerns about AI being used to exploit creators' work.
- Date it happened
- 2024-03-14
- Organisation involved
- Under Armour
- Product, system or model
- Unnamed AI video and photo tools
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