Coco Martin’s ‘Sigabo’ under fire over alleged use of AI on TV

Coco Martin’s primetime series “Sigabo” is facing criticism online after viewers alleged that a recent episode used artificial intelligence (AI)-generated visuals, reigniting discussions about the use of AI in Philippine television.

A clip from the episode, which featured a wedding scene, quickly circulated on X (formerly Twitter), where several netizens questioned the apparent use of AI.

“They’re not stopping with the AI. Cringe on the highest level,” one user wrote while sharing the video.

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Others expressed concern over AI’s threat on jobs in the creative industry.

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“Di pa nga nakuntento sa masamang impluwensya sa mga kabataan sa mga barilan na yan. Mga totoong actors at creative staff naman ngayon yung gusto nilang palitan ng AI. About time na dapat may batas na magreregulate sa paglimit ng AI sa creative industry,” another netizen wrote.

Still another user emphasized that apparent reliance on AI diminishes the quality of materials.

“Using AI generated videos and air it on local television is disgusting. Kung wala nang budget at nagtitipid, ibigay ang slot sa iba. ’Wag niyo i-sacrifice ang quality ng materyal. Kaya ’di umuunlad ang creative industry ng Pinas dahil sa kagaganyan niyo eh,” the post read.

READ: Julia Montes emotional as she receives early birthday surprise from Coco Martin

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Another warned about the possible long-term effects of normalizing AI-generated content on television.

“The problem with normalizing AI video on primetime national TV dramas is eventually everyone will just make their own microdrama episodes, forever,” the user wrote.

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Some, meanwhile, alleged that other materials related to the series, including its official poster, were also AI-generated.

The online backlash comes days after the Movie and Television Review and Classification Board conducted a compliance seminar for the producers of “Sigabo” following complaints about the series’ alleged excessive portrayal of violence.

Created and directed by Martin, “Sigabo” is an action-comedy romance series, which follows Gabo, an exonerated convict who undertakes covert missions and eventually crosses paths with Sam (Julia Montes), a lawyer who also works as an investigative agent

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As of writing, Martin, Montes and the “Sigabo” production under ABS-CBN have not addressed the circulating clip and allegations that AI was used in the viral scene. /ra