Disney allegedly generates Loki season 2 poster with AI

Occurred: October 2023

Disney apparently used an AI-generated image for a promotional poster for Loki Season 2, angering artists concerned about the automation of creative jobs.

The promotional poster featured a spiralling clock in the background, which viewers believed was generated using artificial intelligence from a Shutterstock image named 'Surreal infinity time spiral in space'. The Shuttestock image was not labeled an AI-generated creation, though images uploaded by the same contributor showed signs of being AI-generated.

Disney, which was earlier roasted for using AI in Marvel Studio's TV series Secret Invasion title sequence, later denied using AI to develop the Loki poster. 

Operator: Disney/Disney Plus
Developer: Disney/Disney Plus

Country: USA

Sector: Media/entertainment/sports/arts

Purpose: Generate image

Technology: Text-to-image; Generative adversarial network (GAN); Neural network; Deep learning; Machine learning
Issue: Employment

Transparency: Governance; Marketing