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Lego is the latest brand to apologise for using AI art

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Natalie is Creative Bloq's staff writer. With an eye for trending topics and a passion for internet culture, she brings you the latest in art and design news. A recent English Literature graduate, Natalie enjoys covering the lighter side of the news and brings a fresh and fun take to her articles.

"Only the Best is Good Enough" for toy company LEGO and apparently that 'best' now includes tacky AI art. Yup, Lego has been called out for using AI-generated images in a Lego Ninjago-themed website quiz, leading the brand to apologise for using AI – an increasingly common occurrence across the creative industries. like overly cinematic lighting and over-filtered faux illustration, it was a mistake that was never going to slip by unnoticed.

Despite this, Lego concluded its message with a vague statement that muddies its supposed anti-AI ethos."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," the brand says. 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

Also why the hell did they go through with using a Naruto headband for the Ninja here?? This AI art is genuinely horrendous. Can’t believe LEGO would go through with this 🤮 pic.twitter.com/0cZW4SMBWj, it seems that AI art is becoming increasingly normalised despite fan backlash. It's all the more disappointing to see it being used by brands with creativity at their core.

 

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