Marvel Studios appears to be in murky waters once more over its embrace of artificial intelligence. Earlier this year, Marvel faced criticism for reportedly utilizing AI in the design process. Now, the spotlight is back on them, as speculation arises that the poster for the upcoming second season of their Disney+ series, Loki, was crafted, in part, with the aid of AI.
The Poster Debate: Real Art vs. AI-generated Imagery
Katria Raden, a respected author and illustrator, ignited the discussion. According to Raden, while the poster seems to mix stock images with traditional Photoshop techniques, one particular stock image hints at AI involvement. Highlighted in a Twitter thread, Raden shared a link to the image in question from Shutterstock, bearing the title “Surreal Infinity Time Spiral Space Antique”. The AI-generated tag on the image raised eyebrows. Raden passionately voiced:
“Licensing photos and illustrations on stock sites has been a means for countless dedicated artists to earn their keep. Substituting these genuine creations with tech-produced imagery, stemming from broad exploitation and wage disparities, isn’t more commendable than sidelining Disney’s own team.”
It’s noteworthy that this isn’t Marvel’s maiden voyage into the AI realm. Earlier this year, the introduction credits for their series Secret Invasion was revealed to have a touch of artificial intelligence. Surprisingly, Marvel didn’t shy away from this revelation. Ali Selim, the director, attempted to intertwine this AI involvement with the series’ narrative. Selim’s remarks about the AI intervention were, “It’s as if it sprung right from the shape-shifting, Skrull universe. Who’s the mastermind? Who’s behind it?” Moreover, Selim candidly admitted his limited grasp on AI, which naturally led to the bigger question: Why opt for it in the first place?
Hollywood’s affair with artificial intelligence is not without its controversies. This technology’s growing footprint in the movie-making business has been central to the discussions surrounding the imminent conclusion of the WGA strike. Moreover, with the ongoing SAG-AFTRA strike, actors are rallying to safeguard their rights, ensuring that their likeness isn’t exploited without fair compensation.
In Conclusion
As Loki Season 2 gears up for its premiere on Disney+ on October 5th, debates about the integration of AI in art and design are unlikely to simmer down. With technological advancements permeating all sectors, the entertainment industry’s reckoning with AI is both inevitable and imperative. While the Loki poster continues to draw attention, one must ponder: Where should the line between human creativity and artificial intelligence be drawn?
