The opening credits of Marvel’s Secret Invasion caught the attention of fans this week. Something peculiar stood out among the Skrull green backdrop – an unmistakable sense of artificiality. And indeed, this feeling was not unfounded, as the credits were created with the assistance of artificial intelligence (AI). The objective was to harmonize the credits with the show’s concept of hidden aliens living among us. However, given the ongoing strike by TV writers against the use of AI to replace them, this AI-generated creation felt uncomfortable and cringe-worthy.
Method Studios, the company responsible for the credits sequence, responded to the controversy by asserting that AI was merely one tool utilized, emphasizing that no artists lost their jobs. Despite this explanation, the public’s reaction remained negative. Following the Disney+ premiere, fans expressed their disappointment on social media, deeming the credits “gross,” “unethical,” and “the worst intro for any TV show ever.”
This outcry unveils a glimmer of hope in the culture landscape. It signifies that people, particularly fans, are paying attention to the integration of AI into creative works and are not blindly accepting nonhuman or AI-augmented art. While a few tweets alone may not incite a revolution, it is evident that Hollywood cannot incorporate machine learning into movies and TV shows without facing criticism, especially during a time when technology enthusiasts are quick to propose AI solutions for everything.
Criticism of AI’s role in Secret Invasion should not be mistaken as a blanket disapproval of all uses of AI. There are instances where AI tools have been employed positively, such as Pixar’s utilization of AI to create more realistic flames in Elemental. However, it becomes less inspiring when AI generates content based on discussions about ideas and themes between humans, as described by Ali Selim, Secret Invasion’s executive producer, in his interview with Polygon.
This public response coincidentally aligns with an interview featuring Samuel L. Jackson, who just a day prior to the controversy, expressed caution towards studios using his likeness indefinitely. Jackson has been known to scrutinize contracts containing clauses involving perpetual use of his image. Similarly, Keanu Reeves has long insisted on clauses preventing digital alterations of his performances without his consent. Actors, their legal representatives, and writers have harbored concerns about the implications of technology and AI for some time.
Now, as AI infiltrates various aspects of our daily lives, fans are vigilantly observing the invasion. This reaction serves as a reminder that the use of AI in creative industries necessitates careful and thoughtful consideration, as blindly embracing technology without critical evaluation can lead to unintended consequences.
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