Disney’s Loki faces backlash over reported use of generative AI

A close-up shot of the season 2 poster for Loki on Disney Plus.
Online designers are upset over what appears to be an AI-generated stock image in the poster for Loki’s second season. | Image: Disney / Marvel

A promotional poster for the second season of Loki on Disney Plus has sparked controversy amongst professional designers following claims that it was at least partially created using generative AI. Illustrator Katria Raden flagged the image on X (formerly Twitter) last week, claiming that the image of the spiraling clock in the background “is giving all the AI telltale signs, like things randomly turning into meaningless squiggles” — a reference to the artifacts sometimes left behind by AI-image generators.

The creative community is concerned that AI image generators are being trained on their work without consent and could be used to replace human artists. Disney previously received backlash regarding its use of generative AI in another...

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