TikTok's AI Accused of Altering Game Ads Without Consent, Generating Offensive Content

Video game publisher Finji has raised serious allegations against TikTok, claiming the social media platform utilized generative AI to alter their advertisements without permission. The modifications reportedly included offensive imagery that sexualized and racialized characters from their games, despite the publisher having explicitly disabled all AI enhancement settings on their account.

Unapproved AI Modifications

The issue was first highlighted by Finji CEO Rebekah Saltsman, who discovered the unauthorized ads through user comments. While the official ads were standard video promotions for titles like Usual June, the AI-generated versions circulated as slideshows. One specific modification depicted the main character of Usual June in a bikini bottom with exaggerated physical features, creating a racist and sexualized caricature that contradicted the game's actual artwork.

Saltsman confirmed to media outlets that the company had turned off TikTok's "Smart Creative" and "Automate Creative" features—tools designed to remix and optimize ad assets using artificial intelligence. Nevertheless, the platform seemingly ignored these preferences, generating content that Finji could not view, edit, or remove from circulation independently.

Support Failures and Escalation

The situation was exacerbated by TikTok's customer support response. According to shared correspondence, support agents initially stated there was "no evidence" that AI-generated assets were used. Days later, the narrative shifted when a support representative attributed the incident to a "catalog ads format" initiative aimed at improving return on ad spend.

TikTok allegedly enrolled Finji in this automated initiative without consent, resulting in the offensive content. The support team offered to add the company to an "opt-out blocklist" but failed to provide a timeline for resolution or connect Finji with a senior representative. The platform has since declined to comment on the record regarding the specific technical failure.

Industry Implications

Saltsman expressed frustration not only with the technical glitch but with the lack of accountability from the platform. She noted that the incident jeopardizes the reputation the studio has built over a decade. The case highlights growing concerns regarding AI tools in advertising, specifically the lack of control advertisers have over automated systems that can potentially damage brand identity and perpetuate harmful stereotypes.