Marvel denies rumors it used AI to create ‘Fantastic Four’ poster

Key developments: Marvel’s release of promotional posters for “The Fantastic Four: First Steps” has sparked debate over the potential use of artificial intelligence in their creation.

• The film features an all-star cast including Pedro Pascal as Reed Richards/Mr. Fantastic, Vanessa Kirby as Sue Storm/Invisible Woman, Ebon Moss-Bachrach as Ben Grimm/The Thing, and Joseph Quinn as Johnny Storm/The Human Torch
• Marvel representatives have explicitly denied using AI to create the controversial poster
• The film is scheduled for theatrical release on July 25, 2025

Broader context: This controversy emerges amid growing concerns about AI’s role in film production and marketing.

• A recent similar controversy involved the Oscar-nominated film “The Brutalist,” where AI voice technology was used to refine Hungarian dialogue
• Editor Dávid Jancsó employed AI synthesizer software to improve the pronunciation of actors Adrien Brody and Felicity Jones in Hungarian-language scenes
• The film’s director, Brady Corbet, clarified that the AI technology (Respeecher) was used only for Hungarian dialogue editing and not to alter English performances

Industry implications: The entertainment industry continues to grapple with the appropriate use and disclosure of AI technologies in film production and marketing.

• The controversy highlights growing public sensitivity to AI-generated content in entertainment
• The distinction between AI assistance for technical refinements versus creative content generation remains a critical point of discussion
• These incidents demonstrate the importance of transparency in how studios utilize AI technologies

Looking ahead: As AI technology becomes more sophisticated and its use more widespread in film production, studios may need to establish clear guidelines about its implementation and communicate these practices more openly with audiences to maintain trust and authenticity in their creative works.