JapanMedia and entertainment2024Tsumiki
AI-generated commercial for Filmarks
Filmarks deleted its AI-generated commercial after criticism from its film audience
Problem
Tsumiki promoted its film review service Filmarks with a commercial presented as a combination of creators and AI technology. Its launch message emphasized producing a commercial viewers had not seen before.
Approach
Filmarks published the commercial on its official X account on July 12, 2024. After receiving criticism, it deleted the video and associated posts and issued an apology on July 16. The company said it had insufficient understanding of the issues surrounding generative AI in film production and had acted without adequate respect for films and their creators.
Results
No published figures
Takeaway
The promotion conflicted with expectations among the film audience the service served. Filmarks acknowledged that its decision had not adequately considered the position of film creators.
Categories
- Size
- Small business
- Industry
- Media and entertainment
- Business function
- Marketing and sales
- Innovation type
- Process innovation
- AI technology
- Generative AI
- Adoption
- Off-the-shelf tool or platform
- Evidence
- Company's own claim
Sources
Source summaries
The operator confirmed the July 12 publication and subsequent deletion of the commercial and X posts. It apologized for insufficient understanding of generative AI issues in film production and inadequate respect for creators.
ITmedia reported the commercial's promotional message and withdrawal. It identified Tsumiki as the operator and described the apology following criticism.
Full details are in the original sources.
