The First Descendant developer Nexon has issued a response following claims that the game was promoted using TikTok ads featuring AI-generated streamers, including one that appeared to resemble a real content creator.

The controversy began after Reddit user ‘iHardlytriHard’ shared multiple adverts allegedly discovered within 15 minutes of browsing TikTok. Four of the clips showed supposed streamers discussing the game, while others used AI-generated voiceovers.

Viewers noted common indicators of AI involvement, such as mismatched lip-sync and unnatural speech patterns. One ad even promoted The First Descendant as “the world’s most popular shooter RPG.”

Fans highlighted concerns after one of the videos appeared similar to streamer DanieltheDemon, raising questions over whether his likeness had been used without consent.

Many players criticised the approach, arguing that real creators could have been paid to participate and warning that reliance on AI advertising could harm the game’s reputation.

In response, Nexon explained that the adverts stemmed from its TikTok Creative Challenge programme, launched as part of the Season 3: Breakthrough campaign. This initiative allowed creators to voluntarily submit content to be used in official marketing.

“As a part of our marketing campaign for Season 3: Breakthrough, we recently ran a Creative Challenge programme for TikTok creators, which allows creators to voluntarily submit their content to be used as advertising materials,” Nexon said in a statement.

“All submitted videos are verified through TikTok’s system to check copyright violations before they are approved as advertising content. However, we have become aware of cases where the circumstances surrounding the production of certain submitted videos appear inappropriate. Thus, we are conducting a thorough joint investigation with TikTok to determine the facts.”

It remains unclear how much oversight Nexon had over the advertisements prior to their release.