TikTok's AI Algorithms Distorted the Usual June Game Ad Beyond Recognition
TikTok decided it knew better than the developers what the ad for the game Usual June should look like. Indie game publisher Finji was baffled to discover that the platform, using its generative AI, had taken it upon itself to "refresh" their advertising materials—naturally, without asking.
According to CEO Rebecca Saltzman, TikTok's algorithms displayed unprecedented creativity, replacing the heroine's original design with a fantasy on the theme of "what June would look like if drawn by a teenager from 2007." A sexualized, clichéd image became the pinnacle of the AI's artistic expression.
As it turned out, vigilant players began noticing strange ads that TikTok was broadcasting on Finji's behalf. An investigation, which the users themselves had to conduct, revealed that the culprits were the Smart Creative and Automate Creative features, which use AI to "optimize" ads. Apparently, "optimization" in TikTok's understanding means adding a bikini, stiletto boots, and exaggerating proportions to cartoonish sizes.
For several weeks, Finji tried to get through to TikTok. At first, they were told: "No, there was no AI here, you must be mistaken." Then, when presented with screenshots and evidence, they acknowledged the problem with the response: "But the ad became more effective!" To the logical question, "Why did you turn our work into a sexist meme?" came the climax: "This is the final decision."
In the end, Finji found the only working way to stop this—simply shut down all advertising campaigns on TikTok. And the platform, a true master of diplomacy, chose to remain silent.