Microsoft’s ID@Xbox has gone above and beyond to promote indie games and developers, and their most recent attempt to engage with fans was no exception. Despite the irony of using AI-generated artwork in their promotions, Xbox pushed forward with the post, which featured a seemingly benign wintry scene with sledders and gifts.
Upon closer inspection, however, viewers noticed the oddly distorted smiling faces and malformed facial features, the hallmark of an AI-generated image. Image generation AIs like DALL-E 3 and Midjourney have become increasingly efficient at generating text, making these types of images realistically achievable.
Unsurprisingly, Xbox’s followers were not pleased with the post, and the ensuing criticism led to Xbox deleting the post. The post was widely condemned for its lack of creativity and consideration for the hard work of indie developers, with many calling it “disappointing” and “insulting”. One user said, “As someone who worked on one of your indie releases this year, I’m very disappointed to see you use AI art while trying to celebrate us! Most of us are struggling to make a living, and you can’t even be bothered to pay a single illustrator for this post…”
The controversy surrounding Xbox’s decision is reminiscent of the backlash Marvel faced for its AI-generated artwork featured in their “Secret Invasion” series earlier in the year. Disney’s show “Prom Pact” was also mocked for its AI-generated extras, causing controversy during the Hollywood actor’s strike last year. Despite the negative response from fans, some have argued that AI’s use in art is inevitable and can be a useful tool for indie developers.
Regardless of whether it’s acceptable or not, the fact that Xbox deleted the post illustrates how sensitive this subject is. With AI technology becoming increasingly sophisticated, it is important to remember that creative work should be respected and celebrated. It is clear from the response to Xbox’s post that indie developers are a community that need to be valued and supported, and that AI-generated artwork is not an appropriate substitute for real talent.
