The Glitch in the Matrix: How AI-Generated Ads are Undermining The First Descendant's Hype

Nexon’s highly anticipated looter-shooter, The First Descendant, has been building considerable hype, promising a next-gen free-to-play experience with stunning visuals and cooperative action. However, a shadow looms over its promotional efforts, casting doubt on the authenticity of its marketing.

Players across the internet, particularly on platforms like TikTok, are being bombarded with what appear to be AI-generated advertisements that are not only generic but often misrepresent the game’s actual experience.

These questionable ads are characterized by their uncanny valley aesthetic: generic, uninspired character models, repetitive animations, and visual styles that look nothing like the polished in-game footage seen in official trailers.

They often feature disembodied voices or robotic narration, devoid of the human touch that connects audiences to a product. The sheer volume and low quality of these AI creations have led to widespread confusion and frustration among potential players who are struggling to discern official content from these misleading, algorithm-churned promotions.

TikTok, with its short-form, rapid-fire content delivery and powerful algorithm, has become a fertile ground for these AI-driven marketing campaigns.

The platform's structure allows these ads to spread like wildfire, reaching millions of users, many of whom might not recognize the tell-tale signs of generative AI. This ubiquitous presence of subpar, AI-crafted marketing material risks diluting the game's actual identity and alienating a core demographic that values authenticity and transparency in game development and promotion.

The community’s reaction has been swift and largely negative.

Players are voicing their dismay, expressing feelings of being misled and questioning Nexon’s marketing strategy. For a game that relies heavily on building a passionate community, flooding feeds with generic, potentially deceptive AI content is a risky gamble. It erodes trust, suggesting a lack of confidence in the game’s ability to speak for itself through genuine, high-quality promotional materials.

This situation highlights a growing ethical dilemma in the gaming industry: the increasing reliance on generative AI for creative tasks, particularly marketing.

While AI offers speed and cost-efficiency, the output often lacks the soul, nuance, and genuine creativity that human artists and marketers bring. When used for consumer-facing content, especially for a product as personal as a video game, it can backfire, creating a perception of cheapness and a disconnect between the developer and its audience.

The controversy surrounding The First Descendant's AI ads serves as a stark warning.

In an era where players crave genuine connections and transparency, companies must tread carefully when deploying AI in their public-facing strategies. The immediate cost savings of AI-generated content might seem appealing, but the long-term cost to reputation and player trust could prove far more detrimental, risking the very success of promising titles like The First Descendant.