Disney’s Loki stirs controversy over the alleged use of AI-generated poster



Controversy surrounds a promotional poster for the second season of Loki on Disney Plus, as designers claim that it was at least partially created using generative AI.
Illustrator Katria Raden flagged the image on X (formerly Twitter) last week. According to Raden, the background image of a spiralling clock shows “numerals on the clock turning into meaningless squiggles or just being meaningless squiggles,” which are “telltale signs” of AI-generated art.
Some users suspected that the figures on the spiral around Loki’s head were generated by AI or made by poor Photoshop work.
The image used in the poster seems to be obtained from the popular image library Shutterstock and it was not labeled as an AI-generated creation. However, the contributor who uploaded it has a history of uploading similar content that appears to be AI-generated, such as symbols that appear to be numbers or Roman numerals, but are blurry or distorted.
Shutterstock’s policy prohibits contributors from uploading AI-generated content unless it’s created using its AI Image Generator tool, which is trained with Shutterstock’s library and is required to have a disclaimer that explicitly states that it was created using AI.
Raden has made an observation that licensing photos and illustrations on stock sites has been a means of livelihood for many hardworking artists. In their opinion, replacing these artists with generated imagery through technology built on mass exploitation and wage theft is no more ethical than replacing Disney’s employees.
It is unclear whether Disney used generative AI to create promotional material for Loki beyond the poster. Some users have speculated that it may have been used to generate certain portions of the image, such as the miniaturised characters surrounding Tom Hiddleston’s Loki, as their positioning seems awkward.
One user expressed disappointment and disbelief at the fact that Marvel is once again using AI for one of its series, referencing the previous controversial use of AI in the Secret Invasion series.
Earlier this year, Marvel Studios’ Secret Invasion premiered with an opening sequence created using artificial intelligence. Director Alim Selim stated that using AI for the opening credits was in line with the show’s themes. However, viewers on social media were upset by the revelation that AI technology was used to create the opening credits.





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