Finji, the indie publisher behind titles like Night in the Woods and Tunic, has accused TikTok of using generative AI to modify its advertisements without permission. The publisher became aware of these alterations after fans alerted them to problematic ads on the platform.
Allegations of Misrepresentation
According to reports, one of the modified ads portrayed a character from Finji’s game in a “racist, sexualized” manner. While Finji does engage in advertising on TikTok, it stated that it had AI features disabled. CEO and co-founder Rebekah Saltsman received screenshots from fans that prompted her to contact TikTok for clarification.
Nature of the Altered Ads
Finji’s ads on TikTok include montages of its games and specific promotions, such as one for Usual June. The altered ads appeared as slideshows, with some images closely resembling the original content. However, one AI-generated image depicted the protagonist in a manner inconsistent with her actual appearance in the game, featuring exaggerated physical traits.
TikTok’s Response and Investigation
Initially, TikTok claimed it found no evidence of AI-generated content in the ads. However, after Finji provided a screenshot of the altered image, TikTok acknowledged the issue and stated it was investigating further. TikTok has a feature called Smart Creative that uses AI to modify ads, but Finji confirmed that this option was turned off for their campaign.
Commercial and Reputational Concerns
Following multiple exchanges, TikTok admitted that the ad raised significant issues, including unauthorized AI use and the misrepresentation of Finji’s characters. Despite this acknowledgment, TikTok explained that the ad format used was intended to enhance performance for advertisers, although it did not directly address the harmful content. Saltsman expressed frustration over TikTok’s inadequate response, stating she expected an apology and assurances to prevent future occurrences.
This article was produced by NeonPulse.today using human and AI-assisted editorial processes, based on publicly available information. Content may be edited for clarity and style.
