The multiple issues of AI are at the center of a new storm of controversies, with Hasbro-owned Wizards of the Coast and EA-published Apex Legends finding themselves embroiled in accusations of employing AI-generated art in their recent promotional material – despite having claimed to move away from the practice.
The use of artificial intelligence in the form of large language models (LLMs) like ChatGPT and image generators such as Midjourney have become increasingly controversial, with good reason. At the forefront of the debates are issues regarding copyright infringement and unethical sourcing of data.
Furthermore, companies have come under fire for attempts – sometimes distressingly successful ones, too – to replace humans through implementing AI as a form of cost-cutting, prompting governments to take action.
On that note, Wizards of the Coast, Respawn Entertainment (developers of Apex Legends), and Wacom apparently painted a target on themselves with recent promotional material produced with the help of AI.
Wizards of the Coast initially faced scrutiny from sharp-eyed Magic: The Gathering fans and artists, who focused their suspicions on a promotional image featuring five new MTG cards displayed in a steampunk-themed apothecary-cum-bookstore.
Despite initial denials by WotC, details such as lightbulb filaments, wiring on the desk, and ticks on the pressure gauge betrayed signs of AI-generated work. This revelation sparked outrage, especially considering Wizards’ previous commitment to avoiding AI art following a controversy in a Dungeons & Dragons sourcebook Bigby Presents: Glory of the Giants.
The controversy deepened as renowned artists who have worked on Magic: The Gathering before have expressed their disgust for Wizards of the Coast’s apparent lack of consistency. Some have already posted on X.com (formerly Twitter) regarding the issue.
I could defend an art director at wotc for not being able to spot ai, things falling through the cracks and investigated etc.
Can't when the social media page doubles down on something with some possible markers… could have been bought from a stock site, but still. Not good
— Jason Rainville (@JasonRainville) January 6, 2024
One example is Jason Rainville, who was outspoken with his concerns about WotC’s use of AI to cut corners. Rainville even stated he is contemplating alternative sources for commissions if Wizards of the Coast continued down this technological path.
Another artist, Dave Rapoza, went a step further. Rapoza decided to sever ties with Wizards of the Coast entirely, stating, “You can’t say you stand against this then blatantly use AI to promote your products.”
Wizards of the Coast later admitted to the use of generative AI tools in the creation of the disputed image. The company attributed the incorporation of AI-generated components to a third-party vendor who provided the background for the image.
In a statement on the company’s official website and shared on social media, Wizards acknowledged the need to update their collaboration with vendors to ensure they support human ingenuity, emphasizing their commitment to human-made art.
This controversy underscores the challenges faced by companies like Wizards of the Coast when third-party artists or vendors use AI tools without proper disclosure. The incident echoed a previous controversy involving artist Ilya Shkipin’s use of AI tools, which prompted Wizards to take a firm stand on the issue. Shkipin had apparently been using AI months prior to the Glory of the Giants D&D sourcebook.
The impact of these revelations is significant for Wizards of the Coast, whose primary offerings include MTG cards and D&D tabletop books, both heavily relying on the artistry of human talent. The potential devaluation of this art due to subpar AI work poses a considerable threat to the company’s reputation and relationships with illustrators.
While the initial denial by Wizards was disconcerting, the company’s subsequent actions, including retracting the art, admitting to its AI origins, and outlining future precautions, have been viewed as a step in the right direction. Even critics of AI use like film concept artist Reid Southen welcomed WotC’s attempt to rectify the situation.
However, it does not end at WotC. Apex Legends, developed by Respawn, has also faced accusations of utilizing AI-generated art in its promotional materials. Fans noticed visual hallmarks of AI art in a promotional event for a crossover with Final Fantasy.
The original animation allegedly appeared to have visual artifacts of an AI filter, introducing stylized elements that either make no sense or are clear errors that a professional artist would not have committed.
One more company whose recent marketing promo had allegedly used AI is graphic tablet manufacturer Wacom. The stylized cartoon dragon included in the promotional image had the aforementioned visual artifacts. Artists were particularly incensed at this occurrence, given that Wacom’s main products are marketed to them.
These incidents highlight the growing prevalence of AI art across various industries, prompting consumers to scrutinize content for authenticity. The increasing use of AI in commercial applications raises concerns about the potential devaluation of original art and the need for clear disclosure when such tools are employed. Moreover, it tarnishes the public image of such companies that use AI this way.
