New promotional clips for Will Smith’s concert tour have triggered fresh debate over undisclosed AI in entertainment marketing, after viewers flagged crowd scenes that appeared digitally generated and oddly uniform. According to Forbes, the reaction centers on authenticity and the risk that synthetic visuals can exaggerate enthusiasm.
Questions over AI use and audience reactions
Clips posted to Smith’s official YouTube channel showed dense audiences chanting and waving in unison. Viewers and social-media users pointed to glitches and repeated motions, fueling speculation about the footage’s origins, Forbes noted, citing a Fortune report. Emmanuelle Saliba of GetReal Security told The Times that parts of the videos looked like real concert footage that had been altered, with distortions resembling those seen in generative AI videos.
Marketing and PR voices quoted by Forbes said undisclosed AI can erode trust. Baruch Labunski of Rank Secure said consumers do not mind AI in contexts like movies, education, or medicine, but view its use in politics, commercials, or news as dishonest when undisclosed. Amore Philip of Apples and Oranges Public Relations called AI-enhanced crowd shots a “double-edged sword,” saying the tactic can scale visuals yet risk inauthenticity for a persona built on relatability.
Transparency, precedent, and suggested practices
What communicators say builds trust
Forbes reported that critics framed the backlash as an optics issue: audiences expect authenticity and disclosure. Philip said AI should enhance storytelling, not replace the human element, and that clarity about when and how it is used can prevent accusations of deception.
Matthew F. Ferraro of Crowell & Moring advised that creators consider labeling AI-generated elements to avoid “dustups,” noting an example of a music video that openly showcased AI generation and drew praise for creativity. Labunski added that letting consumers in on the use from the start—through humor or fantasy formats—can preserve credibility.
Forbes also recalled that entertainment has long used techniques to amplify reactions, from paid extras in music videos to laugh tracks in radio and television comedies, placing today’s AI tools in a broader lineage of enhancement. Still, sources cautioned that undisclosed synthetic crowds can backfire, prompting skepticism and damaging trust.
The article suggested organizations should anticipate such issues in crisis plans, accounting for evolving technologies and updating responses regularly. The episode underscores that, while AI can elevate visuals, undisclosed or deceptive presentation can invite backlash that outweighs any short-term impact.
