Finji, the studio behind games like Night in the Woods and Usual June, recently faced a troubling issue with TikTok. Their ads were modified using generative AI without permission, resulting in the portrayal of characters in ways that many found offensive, including racist and sexualized stereotypes.
Rebekah Saltsman, Finji’s CEO, brought attention to this on Bluesky. She encouraged others to send her screenshots of ads that seemed out of character for Finji. Though the official Finji account on TikTok has generative AI settings turned off, Saltsman discovered unauthorized AI-generated ads through comments from concerned users.
These altered ads took Finji’s original videos and transformed them into slideshows, losing important context and appearing to be from Finji’s official account. Some modifications were subtle, while others were glaringly inappropriate. One edited image of June, a character in Usual June, depicted her in a way that did not align with her character’s design in the game.
According to Saltsman, Finji couldn’t see or change these AI-generated ads, learning of them through social media and its official Discord channel. The company ended the ad campaigns to halt the spread of these altered images, feeling this was the only viable option.
A TikTok support agent initially struggled to address Finji’s concerns. Despite Finji’s insistence that it never activated TikTok’s AI features, the agent attempted to explain the situation while denying that AI-generated content was in use. Rising frustration led Finji to push for more accountability and transparency from TikTok.
This incident highlights a growing concern among companies using AI-generated content. According to a survey by PwC, 83% of executives believe AI should be used responsibly. Saltsman rightly points out the urgency for tech companies to prioritize ethical standards in their algorithms and how those affect businesses. “It’s not just a tech issue; it’s about respect for creators and their work,” she stated.
As this situation unfolds, it’s clear that clearer communication and safeguards are needed in the relationship between platforms like TikTok and the creators who rely on them. The stakes are high, as unauthorized modifications not only risk individual reputations but could also lead to broader industry impacts. The conversation around AI in advertising continues to grow, reflecting both excitement and caution among observers and industry professionals alike.
For more on generative AI in ads, you can visit PwC’s report on AI in the workforce.
