Esquire SG responds to AI-generated Mackenyu interview backlash

Esquire Singapore has clarified its editorial decisions behind its February issue featuring Japanese actor Mackenyu, after discussion online about the use of AI in the cover story.

In a statement to MARKETING-INTERACTIVE, Esquire Singapore explained that the piece was originally conceived as a traditional cover interview but was later reworked to align with the issue's theme "Echoes", following scheduling constraints. The magazine said the use of AI was a "deliberate creative decision", intended to reflect the theme exploring the "echo of a persona in the digital age in the absence of the physical subject".

"We were transparent about this experimental approach as our goal was to explore the intersectionality of celebrity and tech within the 'Echoes' context," it added.

According to Esquire Singapore, Mackenyu was offered for the February cover. However, due to his demanding schedule, he was only able to complete a photo shoot and was unable to respond to interview questions in a timely manner. After several attempts to secure his responses, the team chose to pivot the editorial approach to align with the February issue’s theme. 

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The article, titled "Mackenyu in Resonance", explored the Japanese-American actor's career and his personal life including reflections on earlier acting jobs, how he deals with pressures and expectations as well as what his top priorities in family are and what fatherhood has taught him. 

The piece included photos from the aforementioned photoshoot where Mackenyu is seen putting on a jacket as multiple belts wrap his waist, an outfit reminiscent of his upcoming role as Zoro in Netflix's live-action remake of Japanese manga series and anime, One Piece. 

"We appreciate the dialogue this piece has sparked among our readers and the industry. We have noted the feedback for future editorial considerations, and remain committed to pushing the boundaries of traditional media," said Esquire Singapore.

Clearly Esquire Singapore's choice in executing the interview struck a nerve. According to media intelligence CARMA, the incident tapped into wider anxieties about AI's role in journalism and creative industries.

Online reaction to the AI-generated interview with Mackenyu has been sharply negative, with sentiment overwhelmingly critical at 83.3% negative, 14.5% neutral and 2.2% positive. This is indicative of a strong level of public discomfort rather than passive criticism over the use of AI, said the report.

Further analysis by CARMA also surfaced concerns around consent and representation, trust and erosion of credibility, and labour and craft. Keywords included terms such as “violate” and “morals” reflecting that netizens view AI-generated interviews as a form of unauthorised representation.

The sustained social media discussion rather than immediate drop-off indicates this resonated beyond initial outrage, becoming a broader conversation about AI ethics in media.

The magazine itself became the subject of conversation, with expletive-laden reactions appearing prominently - language rarely directed at luxury lifestyle publications, illustrating just how severe the reputational impact has been, said the report. 

"The severity of this language suggests the incident may set a precedent for what AI use is categorically unacceptable in journalism. The backlash sends a message: the craft of journalism remains fundamentally human, and AI-generated interviews cross an ethical line that transparency cannot erase," said Divika Jethmal, head of marketing, Asia, CARMA. 

Words such as "lazy" and references to "real journalism" suggest netizens see this as editorial shortcuts that devalue the craft of interviewing and the human labour of relationship-building between journalist and subject. 

The article came at a time where trust in media is in a fragile balance, rather than strong confidence. According to Edelman's latest trust barometer 2026 report, only 55% of Singaporeans trust journalists, with 60% stating that they trust media to do what is right. 

Similarly, a report by We Are Social Singapore and Meltwater, reported that Singaporeans are increasingly demanding trust and transparency online as misinformation shapes digital behaviour.

Esquire Singapore isn't the only media publication in the luxury space to dabble in AI. Just last month, luxury publication Style by SCMP celebrated its 20th anniversary with an experimental editorial project titled The Style Files.

A 16-page AI-augmented comic, The Style Files reimagined Style's editorial team as protagonists in a fictional mission to protect the publication's two-decade archive. The anniversary edition spans 240 pages and includes a wide range of editorial content, from fashion photography to interviews curated by the publication’s editorial team.

Photo courtesy of Esquire Singapore.

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