Loki TV Series Faces Backlash Over Alleged AI-Generated Season 2 Poster: Here's What Happened

The image in question was sourced from Shutterstock, but it lacked a specific label identifying it as AI-generated.

The figures around Loki's head, arranged in a spiral pattern, also appeared suspect to some observers, hinting at possible AI generation or subpar Photoshop work.

In a recent post on X (formerly Twitter), illustrator Katria Raden raised concerns about a promotional image for the second season of Diseny's Loki, suggesting it may have been created using AI-generated imagery. Raden highlighted certain elements in the image, including a background spiral clock with clock numerals appearing as ambiguous squiggles, which are indicative of AI-generated art. The figures around Loki's head, arranged in a spiral pattern, also appeared suspect to some observers, hinting at possible AI generation or subpar Photoshop work, reported Mashable.

The image in question was sourced from Shutterstock, but it lacked a specific label identifying it as AI-generated. However, other content from the same contributor displayed similar characteristics, suggesting potential AI involvement.

Disney or Shutterstock has yet to make an official statement on the allegations.

Madly disappointed they're using AI generated imagery to promote Loki. https://t.co/SFhWpQfWE7

— Katria (@katriaraden) October 3, 2023

Shutterstock's contributor policy explicitly prohibits AI-generated content, except when created using its designated AI Image Generator tool, clearly marked with a disclaimer. This situation raises questions about whether Disney was aware of the image's AI origin or disregarded this information, causing concerns within the illustrator community.

As per Mashable, with the widespread accessibility of generative AI tools like DALL-E 3 and Bing Image Creator, people can easily produce their own AI-generated art. Major stock libraries such as Getty, Adobe, and Shutterstock have even introduced their image creation tools, further democratising AI-generated content. Nonetheless, this proliferation of generative AI tools has sparked discussions on issues such as ownership, intellectual property, and the potential automation of creative skills crucial for artists' livelihoods.

Here's the AI generated stock image found in the promo. I'm not sure this makes the situation much better, they should be vetting this.

And I turned off the replies bc I started getting silly comments I'm under no obligation to platform 😌https://t.co/yihAoNF5iz

— Katria (@katriaraden) October 3, 2023

In response to the situation, Raden emphasised that licensing photos and illustrations on stock sites has been a primary means of income for many hardworking artists. She expressed concerns about replacing genuine artwork with imagery generated through technology built on widespread exploitation and wage disparities.

Community members also voiced disappointment, pointing out that the use of AI in creative processes seems to prioritise content over genuine artistry. This incident is not isolated, as a previous Marvel series, Secret Invasion, had also faced controversy over the use of AI, as reported by Mashable.

While tools like Shutterstock AI and Adobe Firefly are legally protected as they are trained on their respective stock libraries, ethical dilemmas persist regarding the replacement of authentic creative work. Additionally, as AI technology advances, distinguishing AI-generated content from traditional art becomes increasingly challenging for the average observer.