2wai is under fire for a recently released ad that presented AI as a way to bring back deceased loved ones.
The ad features a pregnant woman talking on the phone to her mother, where the expected grandmother gives advice, shares memories, and gives reassuring words. It’s later shown that the grandmother-to-be isn’t actually a real person, but an AI impersonation of the dead relative. It later shows the child talking to the avatar for nighttime stories, sharing that she’ll be a great-grandmother. In fact, you too could have anyone replicated by simply providing videos of the person in motion. You might be saying, “Deena, isn’t this just like that one Black Mirror episode?!” and you would be correct! I’ll be discussing how the internet feels and my own personal opinions on this morally gray (dare I say morally pitch dark) predicament.
General public’s reaction
As mentioned previously, the general public wasn’t exactly happy with the ad. People had mentioned how it was eerily similar to a Black Mirror episode where a passed away loved one of a character was made into an continuously adapting clone. There were responses on Calum Worthy’s X account, the co-founder of 2wai also known as the previous cast member of the Disney show Austin & Ally, that were mostly negative. One commenter called the avatar AI “objectively one of the most evil ideas imaginable,” and another mentions “My value dies with me. I’m not an avatar.” There are thousands of comments under the X video that replicate the same sentiments of disdain and shock for the advertisement.
My opinion
I think it’s a great idea!
SIKE!!! I think it’s completely immoral and a cash grab of an effort to sell an AI product. Exploring their website, you notice that the ad is nowhere to be seen; in fact, it’s nowhere to be seen on the co-founder’s and 2wai’s other social media accounts. Once you start to read a bit more on their website, there is no mention of the avatar being used to mourn the dead; in fact, it’s purely advertised as a way to hang out with people’s “favorite creators, brands, and characters” as well as a way to give a more personal experience within business models.
Also, to view the grieving process as a means of monetary gain is disgusting. Grieving is a difficult process in itself, but to elongate that process and give a space for people to stay in denial is immoral.
All that being said, I do think that this was a sick attempt of a publicity stunt to gain more attention to the business. To have the idea of a dead loved one being brought back to life on only X, a social media platform known for its opinionated users seems a bit suspicious. There is also another advertisement made that made no mention to the previous idea of bringing back loved ones. I also don’t think it was coincidental they have a well-known actor within the most prevalent age group (25-34) on X. I think it’s safe to say that this was a use of advertising ragebait to get as much attention as possible.
Overall
Is it awful to view the grieving process as a means of profit? Yes!
Do I think 2Wai is aware of this crazy idea and in turn used this as a way to garner as much attention as possible? Also Yes!
This complete idea was in poor taste and rubbed enough people in the wrong way where I think it’s safe to say no amount of AI can fix.