Controversial AI Ad By Under Armour & Anthony Joshua

What was the challenge?

• Under Armour released an AI-powered ad featuring boxer Anthony Joshua, which was directed by Wes Walker.
• The ad, touted as a pioneering “Ai-powered sports commercial,” immediately sparked controversy among creatives on Instagram.
• The primary issue arose from allegations that the ad reused existing work from other creators without proper credit, framing it as a new, AI-generated piece.
• Due to limited time and pressure from Under Armour, he used content from creatives without permission.
• This stirred debates about the ethical use of AI in creative industries and the integrity of crediting original creators.

What action did they take?

• In response to the backlash, there were extensive discussions in the public comments section of the Instagram posts.
• Under pressure from the creative community, the director eventually petitioned successfully for the credits to be updated to acknowledge the contributions of the original creators involved in the earlier projects that had been utilized in the commercial.

What were the results?

• The updated credits helped mitigate some of the immediate backlash by addressing the community’s concerns about acknowledgment and ethical practices.
• The controversy highlighted the broader issues and challenges of integrating AI into creative workflows, particularly regarding the reuse of existing materials and the potential for misrepresenting AI’s role in creative outputs.

What marketing lessons can we learn?

1. Ethical Transparency: It’s crucial for brands to maintain ethical transparency when employing AI and other technologies in creative outputs, especially concerning the proper accreditation of original creators.
2. Community Engagement: Engaging with and respecting the creative community is essential, as their backlash can significantly impact brand reputation.
3. Clear Communication: Accurately describing the role of AI in creative processes can prevent misunderstandings and misrepresentations, which can lead to public relations issues.
4. Respecting Creative Integrity: While AI can enhance creative processes, it’s vital to respect the integrity of original creations and avoid using AI as a means to cut costs at the expense of ethical considerations.
5. Preparation for AI Integration: As AI becomes more integrated into creative and commercial practices, companies must prepare to address the ethical, legal, and social implications of its use.

 

View this post on Instagram

 

A post shared by Wes Walker (@wes_walker_)

Conclusion

Under Armour’s case is a significant example of the complexities and responsibilities of integrating AI into marketing and creative processes. It underscores the need for ethical practices, clear communication, and respect for the creative contributions of individuals, which are crucial for maintaining trust and integrity in brand-customer relationships. This case also points towards an ongoing evolution in how AI is perceived and utilized in creative industries.