Broadcaster uses AI to promote new LEGO NINJAGO episodes

AI is being used to promote LEGO NINJAGO – and this isn’t the first time the franchise has seen something along these lines.

Earlier this year, the LEGO Group retracted and made a clear statement about the use of images for a LEGO NINJAGO quiz, made by a third party. Now, the theme has been wrapped up in another AI-related controversy as a Portuguese TV channel, Sic K, that broadcasts LEGO NINJAGO: Dragons Rising has been called out by X user BioNinjaBricks for seemingly using AI to advertise new episodes of the show.

Distributors are now using A.I to advertise new NINJAGO episodes. This is not okay. Unknown if LEGO can do anything about it this time. @otherland71 #lego #ninjago #legoninjago pic.twitter.com/fXDopVEebx

— Marty (@BioNinjaBricks) July 11, 2024

The original post on Instagram is still live at the time of writing and it’s not the only one on the TV channel’s page that seems to use AI. Other TV shows are prompted using clearly AI-generated imagery, although in the case of NINJAGO at least, it’s a wonder why considering there is so much real and digital imagery at hand to promote a long-running franchise.

The dragons on the screen and children in the foreground are the most obvious areas where trademark features of AI can be seen (the glowing edges around the children’s heads and dragons unlike anything seen in a LEGO NINJAGO show before). It’s worth noting that the LEGO Group likely wouldn’t have had anything to do with the promotion of the TV show on Sic K’s social media.

Featured image: Sic K on Instagram

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