Palantir Stock Jumps After Strong Q4 Earnings Beat and Upbeat 2026 Revenue Forecast 
Trump Booed at Club World Cup Final, Praises Pele as Soccer’s GOAT 
Amazon Stock Dips as Reports Link Company to Potential $50B OpenAI Investment 
How did sport become so popular? The ancient history of a modern obsession 
Trump Threatens Aircraft Tariffs as U.S.-Canada Jet Certification Dispute Escalates 
Elon Musk’s SpaceX Acquires xAI in Historic Deal Uniting Space and Artificial Intelligence 
Trump Draws Cheers at Ryder Cup as U.S. Trails Europe After Opening Day 
Apple Forecasts Strong Revenue Growth as iPhone Demand Surges in China and India 
Trump Threatens Stadium Deal Over Washington Commanders Name 
US Judge Rejects $2.36B Penalty Bid Against Google in Privacy Data Case 
Trump Signs Executive Order Targeting Big-Money College Athlete Payouts 
Apple Earnings Beat Expectations as iPhone Sales Surge to Four-Year High 
Qantas to Sell Jetstar Japan Stake as It Refocuses on Core Australian Operations 
CSPC Pharma and AstraZeneca Forge Multibillion-Dollar Partnership to Develop Long-Acting Peptide Drugs 
Sandisk Stock Soars After Blowout Earnings and AI-Driven Outlook 
Bob Iger Plans Early Exit as Disney Board Prepares CEO Succession Vote 
SoftBank and Intel Partner to Develop Next-Generation Memory Chips for AI Data Centers 
Under Armour recently released a sports commercial featuring boxer Anthony Joshua. However, instead of getting good feedback for the creative work, which was claimed to be the first AI-powered sports ad, it was heavily criticized, and debate erupted on social media, particularly on Instagram.
Tech Crunch reported that the controversial Under Armour AI ad incited heated arguments on AI ethics. Creative professionals in the industry alleged that the commercial's creators used or included the work of others without giving proper credit.
Cash Grab Allegation Using AI
Wes Walker, who directed the commercial, uploaded it to Instagram. In his post, he said it is the first AI-powered ad in sports. ELBLOG.PL mentioned that in the director's original post on IG, he shared that the sports apparel maker asked his team to make a film from "nothing."
"Under Armour asked us to build a film from nothing but existing assets, a 3D model of Anthony Joshua and no athlete access," he explained. "This piece combines AI video, AI photo, 3D CGI, 2D VFX, motion graphics, 35mm film, digital video, and advances in AI voiceover."
Although Walker appears to be proud about making something out of nothing, his post and the resulting film product were met with skepticism. Many criticized him, saying the team created the ad by recycling others' work and not giving them credit. This led to the allegation of a cash grab within the AI hype cycle.
AI Ethics in the Business
Meanwhile, the controversy escalated to a discussion among creatives about ethics in the AI space. Several people expressed concerns about companies' frequent use of artificial intelligence technology.
They argued that this practice only exploits their work since they are not getting credit for their creative contributions. They argued that this can also be considered a copyright violation as they are not getting proper recognition.
Photo by: Under Armour Stories
