The Biggest AI Ad Snafus of 2024 So Far

Netflix using AI to extend a poster for ARCANE of all shows is so disappointing and disrespectful https://t.co/Q38Ug1zxwj

— Krissi! ❄️🥊 (@krissibarks) November 20, 2024

The controversy: The backlash really fired up when an Arcane fan spotted an odd-looking hand in the poster and called it out on X. Given Arcane’s reputation for rich visuals and intricate artistry, fans felt the use of AI disrespected the work of human artists. Riot Games’ entertainment brand lead, Alex Shahmiri, responded to the post, emphasizing the company’s strict no-AI policy. He called the image a mistake and confirmed it had been removed.

Adding fuel to the fire is the broader tension between AI and the creative community, especially as layoffs intensify. In January, Riot cut 530 jobs—a sizable but not unusual move amid the deep cuts sweeping the gaming industry in early 2024. Another smaller round of layoffs followed in October, deepening concerns about AI’s impact on creative roles.

Meta, how much AI is too much AI?

The ad: Not a traditional ad, but Meta’s attempt to bring AI transparency to Facebook and Instagram content sparked frustration among photographers and creatives. As part of an industry-wide push to increase AI transparency, Meta introduced the “Made with AI” label in April. However, the rollout quickly backfired, with users complaining their posts were inaccurately flagged, despite using minimal or no editing software.

The controversy: The culprit appears to be an overly sensitive detection system. According to PetaPixel, even minor edits using tools like Adobe Photoshop’s Generative Fill can trigger the label. While these tools use AI to fill in missing areas, their results often resemble traditional editing techniques.