As AI-generated art becomes more pervasive, it has raised concerns about its use in high-profile branding, such as book covers and posters. Even entertainment giants like Disney are now under scrutiny for potentially incorporating AI-generated elements into their promotional materials, specifically, the key art for the upcoming Loki season 2.
A promotional poster for the new series features a spiraling clock in the background, and sharp-eyed viewers have raised suspicions that this element was created using artificial intelligence. Several aspects point towards AI generation, including seemingly abstract shapes and inconsistent styling. Various AI image analysis tools have even indicated that the image, which appears to have been sourced from Shutterstock, was generated by AI.
Interestingly, the Shutterstock image, intriguingly titled ‘Surreal infinity time spiral in space,’ does not bear any indication that it was AI-generated. However, a Twitter user conducted four tests, with three of them suggesting that the image is ‘AI positive’ (to use their terminology). If indeed AI-generated, this usage might even be in violation of Shutterstock’s own policies, which specify that AI-generated images can only be licensed on the platform if they were created using Shutterstock AI.
While social media has seen a fair share of complaints regarding the potential use of AI-generated art, some argue that it might not be as significant an issue. One Reddit user stated, “Oh no, employees of an industry-leading entertainment enterprise are using tools that speed up and create better entertainment.” However, a contrasting viewpoint emerges as another user adds, “But that’s the whole point: it’s not better. Can you honestly say you can’t tell the difference between 2 hours in an AI generator and something that’s been created from the ground up to match the aesthetics of the show?”
The incorporation of AI-generated art in promotional materials for a popular series like Loki season 2 raises questions about the role of AI in creative processes and how it might affect the authenticity of artistic content. As AI continues to evolve and become more integrated into various industries, its impact on art and entertainment remains a topic of debate and discussion.