Italian league sparks controversy with AI in anti-piracy ad

A campaign launched by Italy's Serie A football league to combat audiovisual piracy has ignited controversy online, primarily due to its use of artificial intelligence in promotional videos. The campaign, which uses the hashtag #STOPIRACY, aims to warn users against accessing illegal content, particularly live sports broadcasts.

The use of AI in the advertisement has drawn sharp criticism from fans and social media users who deem it contradictory. Many pointed out the irony of using AI, which often relies on unauthorized use of existing works for training, to advocate for copyright protection. Online commentary highlighted this perceived hypocrisy, with one widely shared note stating, "The use of generative artificial intelligence implies the unauthorized use of artworks that have been used to train such a system. Ergo, a piracy system that the same publication, ironically, aims to denounce only when the affected party is the recipient."

Serie A defended its approach, explaining that the campaign intends to raise awareness against "pezzotto," the Italian term for illegal streaming services that provide unauthorized access to sports broadcasts. The league plans to extend the campaign across stadiums, television, and social media during the early stages of the season. Additionally, a #STOPIRACY patch will be featured on the right sleeve of all player uniforms.

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The use of generative artificial intelligence implies the unauthorized use of artworks that have been used to train such a system. Ergo, a piracy system that the same publication, ironically, aims to denounce only when the affected party is the recipient.