Esquire Singapore defends AI-generated interview as 'deliberate creative decision'
Esquire Singapore published an AI-generated interview with One Piece actor Mackenyu in its March issue, then faced weeks of backlash after the piece circulated on social media. The publication now says the approach was intentional and aligned with the issue's theme.
The magazine told CNA Lifestyle that Mackenyu's schedule prevented him from answering interview questions in time. Rather than delay publication, editors chose to feed his previous interview quotes into Claude and Copilot, then used the AI-generated responses to build new answers.
Esquire Singapore framed this as exploring "the echo of a persona in the digital age in the absence of the physical subject." The March issue's overarching theme was "Echoes."
The publication said: "The use of AI was a deliberate creative decision intended to reflect this theme; exploring the intersectionality of celebrity and tech within the Echoes context."
Public response was overwhelmingly negative
The feature ran online March 6 and appeared in print, but gained wider attention weeks later when it circulated on Reddit, Bluesky, and Instagram. Users described the piece as "pretentious," "dubious," and "an insult to journalism."
Some readers drew comparisons to Gay Talese's 1966 Esquire profile of Frank Sinatra, written without direct access to the subject. Others rejected the comparison, calling the Mackenyu piece "lazy journalism" that lacked creativity.
According to media analytics firm Carma, sentiment around the article was 83.3 percent negative, 14.5 percent neutral, and 2.2 percent positive. Keywords like "violate" and "morals" appeared frequently in online discussions.
Broader concerns about consent and credibility
The controversy highlights tensions between consent and representation, trust and credibility erosion, and questions about labor and craft in media. Esquire Singapore disclosed the AI use in the article itself, but that transparency did not prevent criticism.
The publication said it has "noted the feedback for future editorial considerations" and remains committed to "pushing the boundaries of traditional media."
For creatives navigating AI tools in editorial and publishing work, this case illustrates how disclosure alone may not address audience concerns about authenticity and journalistic practice. Understanding AI for Creatives includes grappling with these ethical questions, not just technical capability.
Your membership also unlocks:
