Lego Acknowledges Unlicensed Use of AI-Generated Artwork and Issues Apology

Lego is actively addressing concerns after the unintentional inclusion of copyrighted material in AI-generated artwork for its popular Ninjago toy line. Recently, the company shared a series of AI-generated images representing Ninjago characters on its website, which were used in an online quiz. Unfortunately, one character was depicted wearing a headband from the Japanese manga “Naruto,” a franchise for which Lego does not possess licensing rights. These images garnered significant attention on social media before they were quickly removed.

Tommy Andreasen, co-creator of Ninjago, voiced his disappointment on the platform X (formerly Twitter), stating that the images were “just lousy in all aspects.” He emphasized the importance of adhering to established guidelines at Lego, asserting, “There are actual guidelines against the use of AI like this at LEGO, so this is completely unacceptable. Art should be made by artists.”

In response to the situation, Lego issued a statement to Axios, clarifying that the images resulted from a test conducted outside of the company's typical approval processes. "We have a clear policy not to use generative AI to create LEGO content," the statement read, assuring stakeholders that such an incident will not happen again.

The debate surrounding AI-generated artwork remains contentious. Many individuals express concerns over its impact on the livelihoods of artists and the potential for copyright infringement. The backlash against Lego's practices echoes recent controversies, such as the one faced by Wizards of the Coast, the publisher of Dungeons & Dragons, which also incorporated AI-generated artwork in an expansion last August.

As the conversation around AI and creativity continues to unfold, companies must navigate the complexities of intellectual property rights while fostering a respectful environment for artists and creators.