When the backlash is Swiftie: Tay Tay grilled over alleged AI use in album promo videos

Taylor Swift is facing criticism on social media for allegedly using artificial intelligence to create promotional videos for her new album, “The Life of a Showgirl.” The controversy centers around a viral marketing campaign featuring QR codes leading fans to discover “orange doors” across 12 cities, with eagle-eyed observers spotting visual inconsistencies in the videos that suggest AI generation.

What you should know: The “Orange Door” marketing campaign included videos showing hidden lounge areas and puzzles with visual clues and messages typical of Swift’s easter egg marketing style.
• Fans found QR codes in 12 cities including Melbourne, London, Chicago, Nashville, New York, Paris, Milan, Berlin, Santa Monica, Las Vegas, Barcelona, and Beverly Grove, California.
• Each video provided a word that combined into the message: “You must remember everything but mostly this: the crowd is your king.”
• Observers noticed discrepancies in the London video, including a Ferris wheel with details that blur and shift as it moves, and a coat hanging on two coat hangers that merge into one.

Why this matters: The backlash highlights ongoing tensions around AI use in creative industries, particularly following Hollywood’s writer and actor guild protests that occurred after ChatGPT’s public release.
• Shawn Simpson, a University of Pittsburgh visiting lecturer, wrote that “for many artists this movement [AI] will mean the loss of their ability to keep themselves afloat with their art.”
• The Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) has been addressing concerns about AI actors, with reports that movie studios were looking to hire an AI actor named Tilly Norwood.

Fan reaction: Swift’s fanbase remains divided over the alleged AI use, with some expressing disappointment while others see no issue with the technology.
• The Taylor Swift subreddit noted the videos “are most likely AI generated” but allowed discussion given the connection to the album promotion.
• Some fans started using #SwiftiesAgainstAI on X, while #WeLoveYouTaylor began trending Sunday afternoon.
• Critics pointed to perceived hypocrisy, noting that Katy Perry faced criticism for allegedly using AI visuals while Swift’s fans might forgive similar usage.

Potential Google collaboration: Speculation suggests the campaign could be part of a partnership between Swift and Google to promote the company’s Veo video maker and AI products.
• Reddit comments suggested Google AI created the videos and the parties “miscalculated the response.”
• The videos were initially posted to YouTube reels associated with Swift’s account but were taken down following negative reactions, though they remain active on The Eras Tour X account.

Swift’s complicated AI history: The pop star has previously been targeted by AI-generated deepfakes and has expressed concerns about AI misinformation.
• “Recently I was made aware that AI of ‘me’ falsely endorsing Donald Trump’s presidential run was posted to his site. It really conjured up my fears around AI, and the dangers of spreading misinformation,” Swift wrote on Instagram during the 2024 election.
• She previously emphasized artist ownership, writing: “Artists should own their own work for so many reasons, but the most screamingly obvious one is that the artist is the only one who really knows that body of work.”