The debate about the use of AI in the film and motion industry just reached its first official boiling point with headlines on multiple continents and a wave of anger on social media over the titles of Marvel’s Secret Invasion series.

This is the new #SecretInvasion title sequence…
Big studios are taking a clear stance on AI issues for artists by using exploitative and morally very questionable AI tools for their current productions.
It is disgusting. 🧵1/ pic.twitter.com/m4O1RnP09s

— David Blatt (@KOPF_STOFF) June 21, 2023

The fallout ranges from VFX artists calling for boycotts of the Disney+ series to major stories in The Washington Post and The Guardian.

Making matters worse is the admission by the show’s director and EP Ali Selim that he doesn’t understand how AI works: “We would talk to them about ideas and themes and words, and then the computer would go off and do something. And then we could change it a little bit by using words, and it would change.”

The titles were created at Method Studios who are understandably not replying to requests for comment.