Disney logos on AI-created movie posters prompt Microsoft to modify Bing Image Creator

A burgeoning social media trend has taken the virtual world by storm, wherein enthusiastic users utilize Microsoft’s AI image generator tool to craft realistic Disney movie posters featuring their beloved family dogs. The AI-generated illustrations, sharing an uncanny resemblance to the iconic Disney-Pixar studio’s signature style, have gained significant traction on platforms like TikTok and Instagram, fostering a creative outlet for pet owners and garnering attention from influencers who encourage their followers to participate.

However, this seemingly innocuous trend has sparked concerns surrounding copyright issues in the entertainment industry. Disney’s recognizable logo was conspicuously present in the AI-generated images, prompting Microsoft to take corrective measures. Initially, the term “Disney” was barred from use in the image generator, with users encountering a notification stating that the prompt was against the platform’s policies. This move was believed to be in response to concerns, potentially raised by Disney, regarding copyright or intellectual property infringement.

In the wake of these developments, the image generator tool underwent adjustments to permit the inclusion of the term “Disney.” Nevertheless, the text and logo in the AI-generated images continued to bear a striking resemblance to their authentic counterparts, albeit with deliberate alterations such as misspellings or a blurred font. Legal experts, including Andrew White from the IP law firm Mathys & Squire, suggest that the AI’s manipulation of the Disney logo may be a deliberate attempt to avoid clear trademark infringement.

White also raised questions about whether the AI models had been trained on Disney’s copyrighted content, posing potential legal implications. While acknowledging that the current trend seems more oriented toward lighthearted fun than deceptive practices, he emphasized the unresolved issue of reproducing copyrighted material, underscoring the delicate balance for Disney from a public relations perspective.

The incident comes against the backdrop of Microsoft’s earlier commitment, made in September, to assume legal responsibility for commercial customers facing copyright complaints due to material generated by its AI products. Other major tech companies employing generative AI, including Adobe and OpenAI, have made similar assurances to protect users from legal challenges.

Social media influencers actively guided their followers in using specific terms like “a Disney Pixar-inspired movie poster” to prompt the AI, resulting in images incorporating Disney’s logo and design characteristics. Users, like Nicola Bennett, who runs an Instagram account for her Italian Greyhound, expressed delight at the speed and cuteness of the AI-generated images but acknowledged potential concerns about the availability of such tools potentially diminishing the value of handmade creations.

Microsoft refrained from commenting on specific commercial discussions but emphasized the ongoing refinement of safety systems and the ability for individuals and organizations to request limitations on the creation of images associated with their names and brands. Disney, on the other hand, declined to offer any comments on the matter.

This incident is part of a broader conversation in various industries where artists, singers, media companies, and publishers assert that copyrighted materials are being used to train AI models without their consent or proper compensation. Ongoing lawsuits, such as Getty Images suing Stability AI for allegedly using its images to train a model, highlight the complex legal landscape surrounding AI and copyright concerns.

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