New Zealand-based Kiwibank has found itself at the centre of an unexpected online controversy after its AI-assisted sheep mascot, Buck, became the target of explicit internet memes. The bank has reportedly filed multiple copyright claims in an attempt to stop the unauthorised use of the character’s image and has since addressed the issue through a video highlighting the harmful effects of such online content.

Buck, a bright green, woolly sheep with brown eyes, was originally introduced as part of a marketing campaign to promote the bank’s services. The character appeared in videos showing everyday activities, including travelling by bus, drinking coffee and getting a haircut.

However, the campaign took an unexpected turn when a social media post sexualising the mascot went viral, reportedly attracting millions of views. The incident prompted Kiwibank to take action against the unauthorised use of Buck’s image.

Bank Responds Through a New Video
In response to the controversy, Kiwibank released another AI-assisted video featuring Buck addressing the content circulating online. The character expresses shock over what has been created and points out that similar incidents can affect real people as well.

The video shifts attention from the mascot itself to the broader consequences of harmful online content. Buck highlights how such material can affect individuals and people they know, encouraging viewers to consider the impact beyond the immediate joke or viral post.

The bank also addressed the issue through its official Instagram account, acknowledging that the internet can sometimes become an unsettling place.

Kiwibank Explains How Buck Was Created
Amid the controversy, Kiwibank clarified the process behind the creation of its mascot. According to the bank, Buck was developed by visual effects artists from New Zealand, with AI editing tools used to animate the character’s movements.

The mascot is voiced by a New Zealand actress, while the video was filmed on location in Auckland.

The clarification highlights the combination of traditional creative work and AI-assisted technology used to develop the character.

Online Memes Raise Questions About Digital Content
The controversy surrounding Buck has drawn attention to the challenges brands face when characters created for advertising are repurposed by social media users in ways their creators did not intend.

Kiwibank’s copyright claims represent an attempt to address the unauthorised use of its mascot. The bank’s public response has also focused on the wider implications of harmful online content and the need to consider its impact.

As AI-assisted characters become increasingly common in marketing, the episode illustrates how quickly a promotional campaign can take an unexpected direction once its content spreads across social media.