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As the use of generative AI becomes more common, some companies are taking some strong stances on the technology. While some, like Netflix or Duolingo, are beginning to embrace it, others are taking a stern view the other way.
DC Comics has made it clear it won’t be adopting the use of generative AI in its work, with DC president and publisher Jim Lee saying the company “will not support AI-generated storytelling or artwork”.
“Let me make one prediction that I can stand by today. DC Comics will not support AI-generated storytelling or artwork,” Lee said during the panel.
“People have an instinctive reaction to what feels authentic. We recoil from what feels fake. That’s why human creativity matters. AI doesn’t dream. It doesn’t feel. It doesn’t make art. It aggregates it.”
DC is one of the first companies of this kind to take a clear stance on the subject. Marvel has not made a public position on the use of AI in its work, nor have companies like Sony, which also produce similar projects in film.
Currently, Netflix is the only major production company to utilise generative AI in its work, using the technology in the scene of its TV show The Eternaut. It is likely that other companies will take stands on either side of the argument.
“Because what we do and why we do it is rooted in our humanity, it is that fragile and beautiful connection between imagination and emotion that fuels our media. The stuff that makes our Universe come alive,” Lee went on to say in his speech.
“Our jobs as creators and storytellers and as publishers are to make people feel something real. That’s why we create and that’s why we’re still here.”
How far has generative AI come?
Generative AI has seen its ability jump massively in recent months. Where its use was once clearly noticeable, it is now able to blend in on a lot of projects.
AI video, image, and audio generation can often accurately replicate a project, especially with the advancements seen in projects like Sora 2, Runway, and Gemini’s Nanobanana.
While it does still make mistakes, especially in more complicated projects, the gap has clearly closed in.
This, for smaller companies without large budgets, could allow them to compete more in competitive markets, but does also put companies like DC, Marvel, and Netflix in a position to decide how they want to interact with generative AI.
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