Supor Pulls Controversial AI-Generated Marketing Videos Following Public Backlash
Chinese home appliance brand Supor has quietly removed a series of controversial, suggestive AI-generated marketing videos from its official channels following widespread public criticism. The videos depicted inappropriate scenarios, such as an older man entering a bathroom while a woman was showering or using the toilet, to promote the brand's steam cleaners. This incident highlights the ethical risks and potential brand damage associated with using generative AI for automated marketing without proper human oversight and content moderation. It serves as a cautionary tale for companies rushing to adopt AI-generated content (AIGC) solely to cut costs and boost marketing efficiency. Although Supor's 2025 financial report highlighted plans to test AI in graphics, short videos, and live streaming to improve efficiency, the brand has yet to issue a formal public apology for the controversial videos. Additionally, the controversy comes at a challenging time, as Supor reported a 7.7% year-on-year decline in net profit for the first half of 2026.
## BACKGROUND
Generative AI (GenAI) or Artificial Intelligence Generated Content (AIGC) uses models trained on vast datasets to produce text, images, and videos from natural language prompts. While text-to-video AI models have advanced rapidly in the 2020s, allowing companies to quickly generate marketing materials, they also lower the barrier to creating low-quality or socially inappropriate content if not strictly regulated.