Paramount+ used artificial intelligence to generate a promotional thumbnail image for the upcoming release of Star Trek 2: The Wrath of Khan [1].
This move highlights the growing tension between streaming platforms and audiences regarding the use of generative AI in creative marketing. While AI allows for the rapid production of assets, the resulting imagery often faces backlash when it fails to meet the visual standards of established franchises.
The image appeared on the Paramount+ streaming platform as the primary thumbnail for the film [1]. Observers and critics said the AI-generated depiction of Captain Kirk was visually unappealing, with some referring to the work as "AI slop" [1].
Critics said that the AI failed to accurately capture the iconic look of the character. One report from MSN.com said, "We've never seen Captain Kirk wearing an outfit quite like this one" [2]. The image was intended to provide quick promotional artwork for the platform, but the odd appearance of the character led to widespread mockery online [1].
Paramount+ has not issued a formal statement regarding the specific prompt used or the internal process that led to the image's approval. The use of generative AI in this capacity suggests a shift toward automated asset creation, even for legacy content with high brand recognition [1].
The controversy follows a pattern of AI-generated content in entertainment that struggles with anatomical accuracy and costume consistency. In this case, the deviation from the established Star Trek aesthetic became a focal point for users on the streaming service [2].
“Paramount+ used artificial intelligence to generate a promotional thumbnail image”
This incident underscores the risk of 'brand erosion' when companies prioritize the speed and low cost of AI generation over human quality control. For a franchise like Star Trek, which relies heavily on a specific visual canon, the use of inaccurate AI imagery can alienate a dedicated fanbase and create a perception of corporate laziness.
