LEGO Regrets Approving ‘Disappointing’ Images That Were Crafted Using AI
Photo 164231637 © Kingmaphotos | Dreamstime.com
LEGO’s buildable pillars for creativity took a painful knocking after the public discovered it was sharing Ninjago imagery constructed using generative artificial intelligence.
Social media users weren’t clicking with the toymaker’s decision to use “disappointing” AI-generated artwork on its website. The images weren’t just awkward-looking, no thanks to telling details like misshapen character hands, but they also seemed to clash with LEGO’s core values, which emphasize the importance of human creativity. After all, LEGO bricks have always been about encouraging kids (and now, adults!) to build the worlds existing inside their minds.
Billion dollar company btw...
— Naomi (@legoanimegirl) March 15, 2024
Source: https://t.co/iDtn36khm8 pic.twitter.com/RkEpgNeumj
Alright gang, lets name that cooking utensil https://t.co/aEZcYJQ1Is pic.twitter.com/qvTvBlisIQ
— TUBESIDE | James May (but not THAT James May...) (@PoshHammer) March 15, 2024
Tommy Andreasen, co-creator of the Ninjago animated series, echoed this sentiment, calling the AI art “completely unacceptable” and stressing the importance of supporting real creators in the ever-evolving digital age.
I will definitely report this internally and I hope it will be scrubbed fast. This is just lousy in all aspects. There are actual guidelines against the use of AI like this at LEGO so this is completely unacceptable. Art should be made by artists. https://t.co/TJQj8pgB3C
— Dream chaser (@TommyAndreasen) March 15, 2024
oh that’s LEGO using AI art on their website instead of just hiring graphic designers https://t.co/7XfefJ228K pic.twitter.com/6A7a4uDUGT
— Kevin Cespedes 🔥| 🇵🇸 (@KevinElevinguy) March 15, 2024
@LEGO_Group using AI images is beyond disappointing to see… especially when it goes against so many of the company’s values. And the fact they are choosing AI over hiring artists or simply using preexisting assets or concept art really hurts… https://t.co/vaS7LCSUte pic.twitter.com/4u5j5sytND
— Ninjaman285 (@ninjaman285) March 15, 2024
The company listened to the outcry and swiftly dismantled the AI experiment. In a damage control statement, LEGO reaffirmed its commitment to human creativity and vowed to prevent similar mishaps in the future.
HAHAHAHAHA GOOD RIDDANCE 🔥🔥🔥🔥🔥🔥 https://t.co/lJA4rzu28l pic.twitter.com/xkfC18QIQU
— Tim âš¡ï¸âš¡ï¸âš¡ï¸ (@legotim82) March 15, 2024
“We have a clear policy not to use generative AI to create LEGO content,” the brand stated. “We fundamentally believe in the wonder and power of human creativity and will continue to encourage and celebrate the talented artists who help bring our brand and characters to life.”
LEGO defended that the imagery was greenlit “outside of our usual approval processes” and that it would exercise extra caution to prevent such incidents from happening again.
However, the company noted that “generative AI offers interesting opportunities” and that it would continue looking into how it could be used to improve experiences and workflows.
While LEGO isn’t completely shutting the door on AI, it stressed that future decisions won’t come at the expense of artistic integrity. The company is now exploring ways to utilize AI that complement, rather than replace, human ingenuity.
Perhaps, sometimes, the best way to build something great is still brick by brick, with a human touch.
[via Axios, Brick Fanatics, Jay’s Brick Blog, images via various sources]
