Marvel’s latest series, Secret Invasion, has received criticism from artists after it was revealed that the show’s opening credits were generated using artificial intelligence (AI). The director of the popular show confirmed that VFX company Method Studios used AI technology to design the intro sequence. However, the director admitted to not fully understanding how the AI tool works and that the team would feed the system ideas and themes and words to create the opening credits.
The use of AI in creating art is becoming a growing concern among artists who believe that it discredits their work and threatens their livelihoods. Generative AI technology utilizes millions of images created by real artists to create a hodgepodge of art in a relatively short period of time, compared to the hours, days, months, or even years it would take for an artist to create art from scratch. The fact that a multi-billion dollar studio like Marvel is using AI technology instead of paying real artists is also concerning. Furthermore, the opening sequence is likely to be viewed by millions of people, further intensifying the dissatisfaction of artists.
The backlash from artists on social media was swift. Jeff Simpson, visual development concept artist on Secret Invasion, expressed deep disappointment about the use of AI in the creation of the opening credits. Simpson tweeted that he believed AI to be unethical, dangerous and designed solely to eliminate artists’ careers. He had spent almost half a year working on the show and had a fantastic experience working with some of the most amazing people he ever met.
While AI has been used in various Disney content, such as the de-aging of Harrison Ford in the new Indiana Jones movie, this is the first time that a Marvel TV show has used the technology. Marvel has yet to respond publicly to the criticism.
The use of AI technology in the creation of art continues to be a topic of debate among artists and experts alike. Despite the advantages of AI, such as increased speed and efficiency, it threatens the creativity of artists and can cause concern over job security for many. As technology continues to evolve, it’s important to have a balance between AI and human creativity while considering the impact on all relevant parties.
