check the column data type and you specified NOW (), for example insert into table values ("NOW()");?
updated
$this->db->set('created', time(),TRUE);
or
$this->db->set('created', date('Y-m-d H:i:s'),TRUE);
or update the table schema to
add_date timestamp NOT NULL DEFAULT CURRENT_TIMESTAMP
updated 2
NOW() points to MYSQL, PHP interprets it as a string and cannot mix both together
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