Under Armour's recent AI-powered advertising campaign, starring boxer Anthony Joshua, has sparked an intense debate over originality and credit attribution. Directed by Wes Walker, the ad was designed to immerse viewers in Joshua's mind, featuring desert landscapes of Saudi Arabia inspired by the poem 'Ozymandias'. The production utilized techniques such as AI video, AI photo, 3D CGI, 2D VFX, motion graphics, 35mm film, digital video, and advancements in AI voiceover, relying solely on a 3D model of Joshua without direct access to the athlete.

However, creatives like filmmaker André Chementof have raised concerns about their previous work being used without proper acknowledgment. This has raised ethical dilemmas regarding the merit of claiming work as AI-driven when there is human effort behind it. Walker argued that the ad was primarily an AI mixed piece, but included live-action cutaways from Chementof's team and others.

The controversy has impacted Under Armour's brand perception, sparking debates on ethics and authenticity in the era of AI-driven advertising.