Netizens expressed disappointment over the alleged use of generative artificial intelligence (AI) in several scenes from ABS-CBN’s primetime action series “Sigabo”.
The series, top-billed by real-life couple Coco Martin and Julia Montes, recently became the subject of online discussions after eagle-eyed viewers pointed out what they believed were AI-generated elements in some episodes.
A Reddit user sparked the conversation after sharing a clip of a wedding sequence from the show, claiming that the scene appeared to have been created using generative AI due to visible visual inconsistencies, including faces and individuals who seemingly did not exist.
The post quickly gained traction, with several users criticizing the show’s production team and ABS-CBN for allegedly incorporating AI-generated content into a primetime television program.
One of the most upvoted comments read, “Grabe ABS-CBN and Sigabo team, wala ba kayong respeto sa mga artists niyo? Nakakaloka naman. Major downgrade ‘to. Just. No.”
Another commenter described the alleged use of AI as “a historic low for Philippine television.”
Several users also expressed concern over the potential impact of AI on creative professionals, saying the technology could eventually replace artists, actors, writers, and production staff.
“We should address ABS-CBN about this. We know na hindi na sila mayaman katulad ng dati, but d*mn ‘yung peak before napunta na sa ganito. Disappointing. I-call out ‘yan, unfair sa totoong artistry,” one user wrote.
Some comments also directed criticism toward Martin, who serves as the series’ writer, producer, and director.
“‘Di ba s’ya aware na pinapatay na ng AI ang showbiz industry? Lalo na yung mga writers,” one commenter wrote.
Another added, “Coco really out there cheapening the masa’s taste. Kilala niya target audience niya and he doesn’t respect them.”
The criticism extended to X, where another viral post accused the production of continuing to use AI-generated visuals despite previous online observations.
“They’re not stopping with the AI. Cringe on the highest level,” the X user wrote.
Another post questioned the show’s production quality, saying that if the team lacked the budget and resources to produce scenes conventionally, they should reconsider airing the program instead of relying on what the user called “AI slop.”
Others warned that continued use of AI in television production could negatively affect the future of Philippine primetime programming.
“This is gonna be the downfall of Philippine primetime shows if they keep doing this AI,” a user commented.
One netizen also linked the issue to the show’s previously criticized violent content, saying there should be stricter regulation on the use of AI in the creative industry.
“‘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,” the netizen argued.
The online backlash comes days after Coco Martin’s production company, CCM Film Productions, attended a compliance seminar conducted by the Movie and Television Review and Classification Board (MTRCB).
The seminar was held at the MTRCB office in Quezon City on July 6 following complaints received by the agency regarding the alleged repeated and excessive depiction of violence in “Sigabo.”
As of writing, neither ABS-CBN, Coco Martin, nor the production team behind “Sigabo” has issued a statement addressing the allegations regarding the alleged use of generative AI in the series.
