Fans and Artists Question the Role of Artificial Intelligence in Creative Processes
Secret Invasion, which stars Samuel L Jackson, Olivia Colman, and Emilia Clarke, sees shapeshifting aliens called Skrulls invade Earth. Its director and executive producer claims the use of AI to generate artwork for the series plays into its themes.
Marvel Studios, the renowned powerhouse behind numerous superhero blockbusters, has come under fire recently due to their decision to employ artificial intelligence (AI) in generating artwork for the opening credits of their upcoming show, Secret Invasion. The move has sparked a heated debate within the creative community, with fans and artists alike questioning the implications of relying on AI for artistic endeavors.
As is custom with many of the franchise’s shows, episodes open with the names of the cast and production crew against the backdrop of comic book-inspired artwork.
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But rather than the work of real artists, Secret Invasion’s credits backdrops are made by AI.
Executive producer Ali Selim defended the decision, claiming it played into the themes of the show, which sees shapeshifting aliens called Skrulls invade Earth.
“When we reached out to the AI vendors, that was part of it,” he told Polygon.
“It just came right out of the shapeshifting, Skrull world identity, you know? Who did this? Who is this?”
The highly anticipated Secret Invasion series, based on the Marvel Comics storyline of the same name, features an ensemble cast of popular superheroes and delves into a narrative filled with espionage and intrigue. As is customary in the film and television industry, the opening credits of such productions often showcase visually stunning artwork that sets the tone for the story to follow.
However, Marvel’s decision to use AI to create the artwork for Secret Invasion’s credits has drawn criticism from fans and artists who argue that it undermines the role of human creativity and craftsmanship. The utilization of AI in this context raises concerns about the diminishing value placed on traditional artistic techniques and the potential implications for professional artists.
Advocates of the use of AI argue that it provides a novel and efficient approach to creating visual content. The technology can analyze vast amounts of data, including existing artwork and design elements, and generate new visuals based on predetermined parameters. Proponents believe that AI can complement human creativity, offering fresh perspectives and enhancing the production process.
On the other hand, detractors argue that relying solely on AI-produced artwork diminishes the unique touch and individual expression that artists bring to their work. They contend that the use of AI can lead to a homogenization of artistic styles and potentially devalue the contributions of human artists who spend years honing their skills and developing their distinct artistic voices.
In response to the backlash, Marvel Studios released a statement defending their decision. They emphasized that the implementation of AI in creating the artwork for Secret Invasion’s credits was intended to explore innovative techniques and push the boundaries of visual storytelling. Marvel stressed that they continue to value the contributions of human artists and that AI was used as a tool in collaboration with a team of skilled designers.
The debate surrounding the use of AI in creative fields is not exclusive to Marvel. Industries ranging from music to visual arts have grappled with the ethical and artistic implications of utilizing AI technology. As AI capabilities continue to advance, it becomes increasingly important to navigate the balance between innovation and preserving the essence of human creativity.
While some argue that AI can democratize creativity by providing accessible tools for individuals with limited artistic skills, others express concerns about the potential for AI to replace human artists, leading to a loss of authenticity and artistic diversity.
As Secret Invasion’s release draws nearer, Marvel finds itself at the center of a larger conversation about the role of AI in the creative process. The controversy has sparked a broader reflection on the future of art and the necessity of safeguarding the contributions of human artists in an increasingly technologically driven world.
‘Hire talented artists’
Independent artist Kelly McKernan tweeted the use of AI was “absolutely disgusting”, saying it could have been “a paying job for many artists”.
Another viewer said Disney and Marvel have “endless cash” and should “hire any of the endless talented artists” out there rather than use AI.
It comes after Disney announced 7,000 job losses in a bid to cut costs.
Chief executive Bob Iger revealed plans to save $5.5bn to improve the profitability of Disney+, the streaming service which lost more than $1bn in the final quarter of 2022 as subscriptions fell.
Sky News has contacted Disney for comment about the backlash to Secret Invasion’s use of AI.
The show, starring Samuel L Jackson, Olivia Colman, and Emilia Clarke, has received mixed reviews from critics.
Fears over AI’s impact on creative jobs
Artists have been among the most vocal in their concerns about AI since the technology has started to become increasingly powerful and accessible.
Comic book artist Dave McKean told Sky News earlier this year that tools like Midjourney and DALL-E 2, which let users generate realistic art using simple prompts, could be a “redefinition of what creativity is”.
“There’s never been such a huge gap between the sheer lack of effort or work or anything going in and the huge sophistication that then results coming out,” he added.
Musicians have also expressed fears over a spate of AI-generated tracks flooding the internet, including ones featuring cloned voices of The Weeknd and Drake, while actors including motion capture master Andy Serkis have warned the technology could potentially render real cast members unnecessary.
As fans eagerly await the premiere of Secret Invasion, it remains to be seen how the AI-generated artwork will be received and whether Marvel’s decision will have a lasting impact on the industry. The debate surrounding the use of AI in creative endeavors is unlikely to dissipate soon, as the boundaries between human and machine creativity continue to blur in the pursuit of artistic innovation.
