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Taylor Swift sent her fans on a global scavenger hunt this past weekend to promote her twelfth album, The Life of a Showgirl, but the campaign has sparked controversy
According to Tech Crunch, the hunt, a collaboration with Google, began when fans searched the singer's name, revealing a puzzle that led them to find 12 physical doors in 12 different cities.
Scanning a QR code at each door unlocked a unique video clip.
However, as Swifties began sharing the clips online, many were left unimpressed, pointing out that the videos appeared to be generated by artificial intelligence (AI)
Instead of focusing on the puzzle, some fans began dissecting the videos for signs of being AI-generated, sparking a debate about the use of AI in creative works
The backlash is amplified by Swift's own past statements on the technology.
Last year, she spoke out about the dangers of AI after a fake image showed her endorsing Donald Trump's presidential campaign
"It really conjured up my fears around AI, and the dangers of spreading misinformation," she wrote on Instagram at the time. "It brought me to the conclusion that I need to be very transparent about my actual plans for this election as a voter."
The collaboration has led to speculation that Google may have used the campaign to showcase its own video generator, Veo 3, as it competes with rivals like OpenAI's Sora 2.
