A new ad from Under Armour featuring boxer Anthony Joshua has come under fire from creatives on Instagram after its director claimed it as the “first Ai-powered sports commercial” — but critics in the industry say it blatantly reused others’ work without credit as part of an AI hype cycle cash grab.

Director Wes Walker posted the spot, along with several variations and riffs, on Instagram earlier this week, saying: “Under Armour asked us to build a film from nothing but existing assets, a 3D model of Anthony Joshua and no athlete access. This piece combines Ai video, Ai photo, 3D CGI, 2D VFX, Motion graphics, 35mm film, digital video and advances in Ai voiceover. Every current Ai tool was explored and pushed to the maximum.” [I have left “AI” as “Ai” throughout.]