South Korean cable network tvN is under increasing criticism following the revelation that promotional posters for its new drama 'Typhoon Family' were made by artificial intelligence (AI), with fans and viewers hitting out at them.

The row broke out after tvN uploaded three animated posters to X (formerly Twitter) on Thursday, indicating clearly that they were "AI-generated content."

The posters had motion effects and showed lead actor Lee Junho's character with computer-generated movements.

One of the viewers conveyed their discomfort, telling us the outcome looked off. "It really just looks like a whole different person when he moves," they stated.

Another commentator made comparisons with more contentious applications of AI. "What's the difference between this and deepfakes? (Real question.)"

Several people were against tvN's use of AI as a replacement for conventional design.

"No, I think that we can definitely use AI for some help in creation as it improves efficiency," one of them stated, "but if you're going to just use it to create the entire thing rather than a tool in the process, then... I really don't get how they work."

The displeasure wasn't just on the visual front. Some fans were upset that the official handle, and not a fan site, had posted the AI-created content.

"Do they think fans would want to see this? It's not even a fan art account, but for the official account..."

The controversy also throws into relief wider concerns among entertainers regarding the use of AI in creative work, especially when it involves maintaining the originality of actors' images and facial expressions.

Typhoon Family revolves around four estranged siblings reunited by the passing of their father. The drama has the promise of a suspenseful ride as family betrayals and secrets emerge from the reunion.

Scheduled to air October 11 at 9:10 p.m. KST, the drama has a star-studded cast featuring Lee Junho. Yet for most of them, the advance marketing debacle left a bad taste earlier before its premiere.