San Diego Comic-Con changed an AI art friendly policy following an artist-led backlash last week. It was a small victory for working artists in an industry where jobs are slipping away as movie and video game studios adopt generative AI tools to save time and money.
Every year, tens of thousands of people descend on San Diego for Comic-Con, the world’s premier comic book convention that over the years has also become a major pan-media event where every major media company announces new movies, TV shows, and video games. For the past few years, Comic-Con has allowed some forms of AI-generated art at this art show at the convention. According to archived rules for the show, artists could display AI-generated material so long as it wasn’t for sale, was marked as AI-produced, and credited the original artist whose style was used.
“Material produced by Artificial Intelligence (AI) may be placed in the show, but only as Not-for-Sale (NFS). It must be clearly marked as AI-produced, not simply listed as a print. If one of the parameters in its creation was something similar to ‘Done in the style of,’ that information must be added to the description. If there are questions, the Art Show Coordinator will be the sole judge of acceptability,” Comic-Con’s art show rules said until recently.
These rules have been in place since at least 2024, but anti-AI sentiment is growing in the artistic community and an artist-led backlash against Comic-Con’s AI-friendly language led to the convention quietly changing the rules. Twenty-four hours after artists called foul the AI-friendly policy, Comic-Con updated the language on its site. “Material created by Artificial Intelligence (AI) either partially or wholly, is not allowed in the art show,” it now says. AI is now banned at the art show.
Comic and concept artist Tiana Oreglia told 404 Media Comic-Con’s friendly attitude towards AI was a slippery slope towards normalization. “I think we should be standing firm especially with institutions like Comic-Con which are quite literally built off the backs of artists and the creative community,” she said. Oreglia was one of the first artists to notice the AI-friendly policy. In addition to alerting her circle of friends, she also wrote a letter to Comic-Con itself.
Artist Karla Ortiz told 404 Media she learned about the AI-friendly policy after some fellow artists shared it with her. Ortiz is a major artist who has worked with some of the major studios who exhibit work at Comic-Con. She’s also got a large following on social media, a following she used to call out Comic-Con’s organizers.
“Comic-con deciding to allow GenAi imagery in the art show—giving valuable space to GenAi users to show slop right NEXT to actual artists who worked their asses off to be there—is a disgrace!” Ortiz said in a post on Bluesky . “A tone deaf decision that rewards and normalizes exploitative GenAi against artists in their own spaces!”
According to Ortiz, the convention is a sacred place she didn’t want to see desecrated by AI. “Comic-Con is the big mecca for comic artists, illustrators, and writers,” she said. “I organize and speak with a lot of different artists on the generative AI issue. It’s something that impacts us and impacts our lives. A lot of us have decided: ‘No, we’re not going to sit by the sidelines.’”
Oritz explained that generative AI was already impacting the livelihood of working artists. She said that, in the past, artists could sustain themselves on long projects for companies that included storyboarding and design. “Suddenly the duration of projects are cut,” she said. “They got generative AI to generate a bunch of references, a bunch of boards. ‘We already did the initial ideation, so just paint this. Paint what generative AI has generated for us.’”
Ortiz pointed to two high profile examples: Marvel using AI to make the title sequence for Secret Invasion and Coca-Cola using AI to make Christmas commercials . “You have this encroaching exploitative technology impacting almost every single level of the entertainment industry, whether you’re a writer, or a voice actor, or a musician, a painter, a concept artist, an illustrator. It doesn’t matter…and then to have Comic-Con, that place that’s supposed to be a gathering and a celebration of said creatives and their work, suddenly put on a pedestal the exploitative technology that only functions because of its training on our works? It’s upsetting beyond belief.”
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