SEGA faces backlash as Sonic the Hedgehog ARG sneakily asks for consent to train gen-AI on your data

Esports

Sega is facing backlash after a recent Sonic the Hedgehog alternate-reality game – a sort of marketing campaign that takes place online – was revealed to be training AI models on participant data. Read more

Callum Whitby
Callum Whitby

Callum Whitby, 43, sports writer from Liverpool. With over two decades covering European football, he's established himself as an authority on Champions League and international competitions. His trademark long-form articles explore the cultural and historical contexts behind football rivalries. Hosts a weekly podcast featuring conversations with former players and managers from across the continent.

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