Netflix recently faced backlash over a promotional image for its hit animated series Arcane, which recently dropped its second and final season. Fans called out the streaming giant on social media for seemingly using AI in one of the promotional posters for Season 2, which features central characters Vi and Jinx. The images have been digitally altered in a way that suggests AI involvement, the far side of the image depicting some less than convincing fingers, and this has led to the image being removed and Arcane creators Riot Games releasing a statement putting forward their stance on the use of AI in any of their IPs.
The image in question appeared as a placeholder on Netflix, and was captured by one viewer. The post, which gained almost six million views, also attracted the attention of Riot Games’ Brand Lead Alex Shahmir, who responded to the post with the following message:
“Appreciate you bringing this to our attention. We have a strict stance of no AI for anything relating to Arcane ‘cause it’s disrespectful to the incredible artists who worked on the show. This image was a mistake and has since been removed. TY again for calling it out.”
Shahmir’s statement went a long way to calm fans’ fears that AI had any kind of role to play in the grander Arcane story, and the company’s commitment to supporting the artists that spend months and sometimes years to bring animation to life has proven to be a shining example of how there are some companies with the integrity to stand up against the use of AI in any form at a time when its use is becoming more and more widespread.
Netflix’s Use of AI Sparks Wider Debate
This new controversy, with Netflix seemingly using AI to expand an original poster provided to them by the series’ creator rather than asking for a new version to be created, is another example of AI creeping into the entertainment industry on a more regular basis. While this incident seems to be relatively insignificant in the grand scheme of things – with AI being used to expand the far right side of the poster to fit the screen – the greater concern is that it was done without the original creators being consulted or being made aware.
There have been many recent instances of AI being used in promotional materials, as background images in movies and TV shows, and even to create the opening credits of shows such as Marvel Studios’ Secret Invasion. The advancement of AI technology became a large concern during both the writers’ and actors’ strikes in 2023, but even though the negotiations about the use of AI found some kind of common ground, there is clearly still a big issue with the stealthy use of it by some companies.
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For Netflix and Riot Games, the lack of transparency in the way AI has been used by the former without the latter’s knowledge continues to emphasize the problem facing Hollywood right now. Even with the assurances of the last few years that AI is not going to replace humans anytime soon, its ever-creeping presence is a worrying sign that this may not be entirely true.
Release Date November 6, 2021
Seasons 1
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