Disney insists controversial Loki poster wasn't made with AI

Loki Season 2 poster
(Image credit: Disney)

As AI-generated art becomes increasingly ubiquitous, we're seeing more and more instances of high profile brands getting called out for using it, whether as part of book covers or posters. And now even Disney has managed to anger artists by apparently using an AI-generated asset as part of the key art for Loki season 2.

A promotional poster for the new series features a spiralling clock in the background which eagle-eyed viewers believe was generated using artificial intelligence. From seemingly meaningless shapes to inconsistent styling, the hallmarks are there – and several AI image checkers seem to have confirmed that image, apparently taken from Shutterstock, is AI-generated. 

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Daniel John
Senior News Editor

Daniel John is Senior News Editor at Creative Bloq. He reports on the worlds of art, design, branding and lifestyle tech (which often translates to tech made by Apple). He joined in 2020 after working in copywriting and digital marketing with brands including ITV, NBC, Channel 4 and more.