Superheroes fight against a new villain—the dreaded AI
Spider-Man is pushing back on an evil hellbent on destroying humanity
As the application of artificial intelligence in creative fields gets more inevitable and pervasive, some companies are clapping back—definitively saying they will not be using AI in their products. In a social media statement, Dark Horse Comics stated a dedication to an ideal publishing atmosphere for creative professionals:
“Dark Horse does not support the use of AI-generated material in the works that we publish. Our contracts include language stating that the creator agrees that the work will not consist of any material generated by computer Artificial intelligence programs. Dark Horse is committed to supporting human creative professionals with our business.”
While there is no reference to whether creators can incorporate AI into their process, the message is clear: We will be focusing on work made by humans.
In a similar vein, Nintendo president Shuntaro Furukawa said in a recent shareholder meeting that while the company implements elements of AI into their game design, they remain hesitant to employ generative AI because of unresolved copyright issues, and that they will continue to pursue human design in creative products:
“Generative AI, which is becoming a big topic recently, can be used in creative ways, but we recognize that it may also raise issues with intellectual property rights. We have decades of know-how in creating the best gaming experiences for our players. While we are open to utilizing technological developments, we will work to continue delivering value that is unique to Nintendo and cannot be created by technology alone.”
Spider-Man: Beyond the Spider-Verse, the much-anticipated upcoming third film in the rebooted series, similarly has producer and co-writer Christopher Miller promising fans the acclaimed animated style will not resort to incorporating AI:
“There is no generative AI in Beyond the Spider-Verse and there never will be. One of the main goals of the films is to create new visual styles that have never been seen in a studio CG film, not steal the generic plagiarized average of other artists’ work.”
Here’s my GRAIN of thought
While other creators of comic books, video games and animated films are likely to incorporate generative AI in their products—some of which will add to the pile of AI slop—certain brands are setting themselves apart by doubling-down on the human-made aspect of their product, and betting they will be perceived as higher-value.
Only time will tell how that gamble will shape up, but it does rely on an interesting and important statement: There’s an inherently human-made style that can be perceived as distinct from generative AI. Most mainstream software has already incorporated elements of artificial intelligence for years, so at what point does a work of art meet a better threshold? I’m also curiously watching as studios launch new ideas into a universe accustomed to AI, and how the differences are defined.