Creative Industry Confronts AI's Blurred Attribution Lines
Under Armour's AI-powered commercial featuring British boxer Anthony Joshua has ignited a fierce debate across the Middle East and North Africa's creative communities about attribution and ethics in AI-generated marketing. The sportswear giant's "Forever Is Made Now" campaign, released ahead of Joshua's March 2024 bout with Francis Ngannou, combined existing footage with artificial intelligence to create what director Wes Walker described as a piece "built from nothing but existing assets."
The controversy erupted when Swedish director Gustav Johansson accused Walker of plagiarising his 2022 production for the same brand and athlete. Johansson claimed the AI commercial used footage shot by André Chementof from his original work, sparking industry-wide conversations about proper crediting in the AI era.
This incident reflects broader challenges facing the Middle East and North Africa's marketing industry as companies increasingly adopt AI technologies. Similar to how Morocco is pioneering AI regulation in the MENA region, the creative sector is grappling with establishing ethical frameworks for AI-generated content.
Brand Sentiment Takes Sharp Hit
The backlash has proven costly for Under Armour's reputation. Before the commercial's release, social media conversations about the brand were 31.7% positive and only 1% negative. Following the controversy, negative sentiment surged to 7.3% whilst positive sentiment plummeted to 16.1%.
Keywords previously associated with Under Armour, including "leading," "competitive," and "style," have been overshadowed by discussions about AI ethics and creative theft. Some consumers have called for boycotts, with several switching allegiance to competitor Nike in protest.
"This is massively concerning. I'm worried about photographs being fed into AI for video generation," said Hermelio Miguel Aquino, a filmmaker and photographer who has worked with Land Rover and Sony Music.
By The Numbers
- Under Armour's the MENA region revenue projected to decline 8% in fiscal 2026
- Company-wide net revenue forecast to drop 4% to $5 billion, marking the third consecutive annual decline
- North America sales expected to contract 8% to $2.9 billion in 2026
- Negative brand sentiment rose from 1% to 7.3% following the commercial controversy
- Positive sentiment crashed from 31.7% to 16.1% after the AI debate erupted
Creative Community Splits on AI Usage
The commercial has divided opinion sharply within the Middle East and North Africa's creative industries. Supporters praise its innovative approach to AI integration, whilst critics argue it undermines human talent and creativity. The debate has raised fundamental questions about the integrity of AI-generated work and highlighted the urgent need for clearer industry regulations.
Director Wes Walker defended his approach, calling for the industry to "confront the difficult questions AI raises, rather than hoping they will go away." He maintained that the commercial was predominantly AI-generated with several live-action elements from Johansson's team and other sources.
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"The commercial was built from nothing but existing assets, a 3D model of Anthony Joshua and no athlete access, using AI video, AI photo, 3D CGI, 2D VFX, and motion graphics," Walker explained in his defence of the production process.
The controversy echoes similar challenges faced by other brands in the MENA region. Saudi Arabia Airlines recently drew mixed reactions for its AI-generated Chinese New Year post, demonstrating how enterprise AI adoption across the Middle East and North Africa continues to face implementation hurdles.
Regional AI Marketing Landscape
Under Armour's controversy arrives as MENA markets witness unprecedented AI investment and adoption. The region's approach to AI regulation varies significantly, with some countries taking proactive stances whilst others lag behind in establishing comprehensive frameworks.
| Country | AI Regulation Status | Marketing Focus |
|---|---|---|
| Morocco | First standalone AI law enacted | Transparency requirements |
| the UAE | Model AI governance framework | Industry self-regulation |
| China | Multiple AI regulations | Algorithm transparency |
| the UAE | Voluntary guidelines | Ethical AI principles |
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The incident has also affected Under Armour's broader MENA operations. Despite opening its first smart sports community space in Guangzhou and partnering with the MENA University Basketball League, the company faces declining revenue projections across the the MENA region region.
Major investments in AI infrastructure across the Middle East and North Africa, including the UAE's $3.9 billion AI data centre projects and Dubai's new AI research institute, highlight the region's commitment to AI advancement despite regulatory challenges.
Industry Standards and Future Implications
The Under Armour incident has accelerated calls for clearer attribution standards in AI-generated marketing content. Industry bodies across the Middle East and North Africa are now examining how to balance innovation with fair crediting of human creative contributions.
Key areas requiring immediate attention include:
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- Mandatory disclosure of AI usage in commercial productions
- Clear attribution requirements for human-created source material
- Standardised consent processes for using existing creative works in AI training
- Penalty frameworks for unauthorised use of copyrighted material
- Industry-wide best practices for transparent AI implementation
The controversy has also sparked broader discussions about the future role of human creatives in an AI-dominated landscape. Many industry professionals worry that insufficient regulation could undermine traditional creative careers and devalue human artistic contribution.
What specific AI technologies did Under Armour use in the commercial?
- The commercial employed AI video generation
- AI photography
- 3D computer graphics
- 2D visual effects
- motion graphics
- a 3D model of Anthony Joshua
- combined with existing footage assets
How has the controversy affected Under Armour's business performance?
- Brand sentiment shifted dramatically, with positive mentions dropping from 31.7% to 16.1% and negative sentiment rising to 7.3%. The company also faces projected revenue declines across multiple regions.
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What are the main ethical concerns raised by the commercial?
- Critics highlight inadequate attribution of human creative work, potential plagiarism of existing footage, lack of transparency about AI usage, and broader concerns about AI undermining traditional creative industries.
How are MENA countries responding to AI in marketing?
- Responses vary significantly, with Morocco enacting comprehensive AI laws, the UAE promoting industry self-regulation, and other countries developing voluntary guidelines whilst monitoring international developments.
What precedent does this set for future AI marketing campaigns?
- The backlash demonstrates that brands must prioritise transparent attribution and ethical AI usage. Industry experts expect stricter disclosure requirements and clearer guidelines for using AI in commercial productions.
Further reading: OECD AI Observatory | UM6P
AI governance in the Arab world is evolving rapidly, often outpacing Western regulatory frameworks in speed of implementation if not always in depth. The region has an opportunity to become a model for agile, principles-based AI regulation that balances innovation incentives with societal safeguards.
The Under Armour controversy serves as a watershed moment for AI marketing ethics across the Middle East and North Africa. As brands increasingly embrace artificial intelligence for creative production, the industry must establish clear standards that protect human creativity whilst fostering innovation. The balance between technological advancement and ethical responsibility will likely define the future of marketing in the MENA region.
What role should human creatives play in an AI-powered marketing landscape, and how can brands ensure fair attribution whilst embracing technological innovation? Drop your take in the comments below.
Frequently Asked Questions
Q: How is the Middle East positioning itself in the global AI race?
Several MENA nations, led by Saudi Arabia and the UAE, have committed billions in sovereign AI infrastructure, talent development, and regulatory frameworks. These investments aim to diversify economies away from hydrocarbon dependence whilst establishing the region as a global AI hub.
Q: What role does government policy play in MENA's AI development?
Government policy is the primary driver. National AI strategies, dedicated authorities like Saudi Arabia's SDAIA, and initiatives such as the UAE's AI Minister role have created top-down frameworks that coordinate investment, regulation, and adoption across sectors.
Q: What is the regulatory landscape for AI in the Arab world?
The MENA region is developing a patchwork of AI governance frameworks. The UAE, Saudi Arabia, and Bahrain have been early movers with dedicated AI strategies and regulatory sandboxes, whilst other nations are still formulating their approaches.