Marvel Studios Is Once Again in Hot Water For Using AI
Marvel Studios is once again in hot water for using AI to generate images, this time regarding a poster for the second season of Loki.
Illustrator Katria Radgen flagged the promotion poster on X, arguing that the image of the spiraling clock in the background “is giving all the AI telltale signs, like things randomly turning into meaningless squiggles.”
Madly disappointed they’re using AI generated imagery to promote Loki. https://t.co/SFhWpQfWE7
— Katria (@katriaraden) October 3, 2023
Several X users also noted that the background on the artwork appears to have been pulled from a stock image on Shutterstock titled “Surreal Infinity Time Spiral Space Antique.”
Why it Matters
Artists are concerned that Hollywood’s use of AI will result in fewer jobs for creators. Additionally, there are concerns about their work being used without their consent.
“Licensing photos and illustrations on stock sites has been a way many hard-working artists have been earning a living. I don’t think replacing them with generated imagery via tech built on mass exploitation and wage theft is any more ethical than replacing Disney’s own employees,” Raden explained.
Marvel Has Used AI Before
This is not the first time that Marvel has found itself at the center of an AI controversy.
In June, the studio faced backlash after Secret Invasion debuted with opening credits that were clearly AI-created.
According to Secret Invasion executive producer Ali Selim, the AI-generated intro sequence was a creative decision to add to the unsettling tone of the show.
Disney, for their part, said that no artist’s jobs were replaced by AI for that show.
Trouble in Hollywood
The use of AI was at the center of Hollywood strikes this summer that ground production to a halt. With the technology becoming easier to use, the battle between AI and artists is likely just beginning.
Loki is currently streaming on Disney+.
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