KINGSTON, Jamaica — Popular Jamaican content creator Karlando “Bad Sekki” Bailey says he never anticipated that an AI-generated graduation photograph shared as a joke would spark a national debate, drawing criticism from university graduates and prompting an official response from The University of the West Indies (UWI), Mona.

In an exclusive interview with the Jamaica Observer, Bailey admitted that he was stunned by the controversy, which erupted after he posted an artificial intelligence-generated image of himself dressed in UWI graduation attire, bearing the institution’s coat of arms.

“I never thought it would reach here. I was shocked, very shocked,” Bailey said.

The photograph, shared during the university’s recent graduation celebrations, was accompanied by the caption “Hard work finally paid off.”

While some social media users embraced the post as another example of Bailey’s comedic content, others argued that it trivialised the years of academic work, financial sacrifice and personal commitment required to earn a university degree.

Bailey’s manager, Jason McNeish, who also spoke exclusively with the Observer, said he had not expected the photograph to become the subject of a national discussion. However, he acknowledged that the university’s concerns about the use of its official emblem were legitimate.

“We know the use of the logo isn’t appropriate because we understand brand guidelines,” McNeish said.

He explained that the team initially considered remaining silent as the controversy unfolded, but subsequently decided to take time to assess the situation before determining its next steps.

“Our initial thought was not to respond but to let it play out, gather our thoughts and put a plan in place and that’s what we are doing now,” he said.

The controversy intensified after Bailey publicly shared a message from a woman who identified herself as a UWI graduate and criticised his use of the AI-generated image.

The woman, identified as Keana during an appearance on Nationwide 90FM’s E-Zone, subsequently explained why she had contacted the entertainer and addressed the public reaction to their exchange.

Speaking to the Observer, Bailey said he was largely unbothered by the criticism, although one particular remark stood out to him because of his previous employment as a security guard.

“Mi never feel no way. It was just the ‘dutty security’ part. Remember that’s what I was doing before so it was just that part,” he said.

Bailey, who has frequently spoken about his transition from security work to becoming a full-time entertainer and content creator, has built a following through his humorous portrayals of everyday Jamaican experiences.

Meanwhile, UWI Mona, in a statement issued on Monday, November 9, said it recognised the creativity behind the AI-generated images but could not condone the unauthorised use of its official coat of arms.

“Our brand is important to us. It represents the apex of academic excellence and stands at the intersection of research and advocacy, all buttressed by hard work and commitment,” said Rajae Danvers, head of marketing, communications and alumni partnerships at UWI Mona.

“When our Coat of Arms appears on a simulated graduation photograph, it can make the image look like an official University record. Anyone wishing to reproduce the Coat of Arms must first obtain the University’s express authorisation,” he added.

The university explained that the unauthorised reproduction of its emblem breaches institutional policy, regardless of whether the images were intended as humour.

It also stressed that graduation represents years of dedication and sacrifice, and warned against content that could create the impression that the institution had officially issued a photograph or awarded a qualification.

UWI further indicated that it reserves the right to request the correction or removal of misleading material bearing its emblem.

The institution said it intends to use the controversy as an opportunity to promote greater public understanding of artificial intelligence, including how to distinguish AI-generated material from authentic institutional records.

For Bailey and his management team, the incident has brought new scrutiny to the boundaries between online entertainment, public perception and the responsibilities that accompany an expanding digital audience.

Although McNeish acknowledged the inappropriate use of the university’s logo, he indicated that the team was still considering how best to address the matter.

The controversy has also fuelled wider discussions about the value placed on academic qualifications, respect for different professions and the growing influence of AI-generated content on social media.