Marvel Studios has come under criticism for employing artificial intelligence (AI) to generate the artwork featured in the opening credits of its latest series, “Secret Invasion.” The show, which premiered on Disney+ this week and stars renowned actors such as Samuel L. Jackson, Olivia Colman, and Emilia Clarke, centers around shapeshifting alien invaders known as Skrulls infiltrating Earth. Executive producer Ali Selim defended the decision to use AI, asserting that it aligns with the themes of the show, emphasizing identity and uncertainty.
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The visual effects firm Method Studios was enlisted by Marvel, a subsidiary of Disney, to produce the opening credits using AI technology. However, this move drew swift criticism from viewers concerned about the potential implications for employment in the creative industries. Director Stephen Ford expressed his disappointment, stating that it was a “slap in the face to literally every artist Disney has ever worked with” and overshadowed the hard work of the creative professionals involved in the show.
Independent artist Kelly McKernan also voiced her discontent, deeming the use of AI “absolutely disgusting” and emphasizing that it could have provided job opportunities for many artists. Other viewers argued that with Disney and Marvel’s abundant resources, they should prioritize hiring talented artists rather than relying on AI. The controversy arises at a time when Disney is implementing cost-cutting measures, including the elimination of 7,000 jobs, to improve the profitability of its streaming service, Disney+.
The impact of AI on creative jobs has been a subject of concern among artists and industry professionals. The increasing accessibility and power of AI technology have raised questions about the definition of creativity and the potential displacement of human artists. Some fear that AI-generated content, ranging from artwork to music and even cloned voices of popular musicians, may flood the market and reduce opportunities for human creators. The debate extends to the realm of film and acting, with apprehensions that advancements in AI could make real cast members obsolete.
As backlash continues to mount, Disney has yet to issue a comment regarding the controversy surrounding the use of AI in “Secret Invasion.” While the show has garnered mixed reviews from critics, the focus remains on the broader implications of AI’s encroachment on traditional artistic domains and its impact on creative professionals.
