Hong Kong Correctional Services produced an anti-drug campaign video that employed an AI-generated girl group called Obsession to warn the public about the harms and dangers of drug use. While the stated goal was discouraging substance use, observers have criticized the end result for appearing to promote drug consumption rather than deter it.
According to coverage by Gizmodo, the fictional members and their lyrics suggest the opposite of the intended message: one member, Icy, sings about the “audience” using crystal meth like she does, while Coke calls cocaine a “super drug” because it “gives energy.” Members Weedy and Little E are depicted as promoting cannabis and etomidate. (Etomidate is used in medicine as a rapid-acting intravenous anesthetic for surgeries or emergency procedures, though it can be misused as an intoxicant.)
Later in the video, the AI attempts to show the harmful effects of drugs by transforming the four women into balding, stubbled men who nonetheless continue to sing and dance onstage in skirts. Only after that sequence does a clearer anti-drug message appear, and the video closes with the four performers shown confined in a cell, where they appear to feel comfortable continuing on.
Commentators have noted that the fabricated K-pop–style band and the song elements that depict or glamorize drug use are more prominent and remain on screen longer than the campaign's discouraging message, calling into question the effectiveness of the spot.
The production has been critiqued on multiple grounds, and some have contrasted it with a South Park scene on a similar topic that functions as a more straightforward deterrent.
Why this matters
The episode highlights the risk that AI-generated content can produce unintended or counterproductive outcomes, especially in public-health or prevention campaigns. When using machine-generated creative assets for sensitive messaging, careful editorial oversight and audience testing are essential to ensure the communication achieves its intended effect.
