LEGO under fire for using AI-generated 'Ninjago' character images

Image: Jay's Brick Blog

The use of artificial intelligence (AI) for creative purposes is a hot topic, and LEGO recently found itself in hot water over its use of AI-generated images on its website.

A now-removed LEGO Ninjago character quiz featured several AI-generated images of the characters (some of which were poorly done). This was evident in the way the hands were depicted.

Following a backlash from fans and even one of Ninjago's co-creators, Tommy Andreasen, LEGO acknowledged that its use of AI-generated images violated its policies. Andreasen expressed his disappointment on social media, calling the move "unacceptable" and emphasizing the importance of human artistry.

This incident highlights the ongoing debate within creative fields about the ethical and artistic implications of AI-generated content. LEGO has since removed the images, as reported by Jay's Brick Blog.

LEGO's official statement reveals a company caught between two worlds. While they have a policy against AI-generated content and value human creativity, they also acknowledge the "interesting opportunities" AI offers.

The statement reads:

We have a clear policy not to use generative AI to create LEGO® content. 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.

These images were used in a test which happened outside of our usual approval processes, and we will take all necessary steps to ensure that it won’t happen again.

We believe generative AI offers interesting opportunities and we will continue to explore how we can use it to improve the experiences we offer and our ways of working.

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