Despite the initial anticipation and buzz surrounding Secret Invasion, fans have been left feeling disappointed by Marvel’s decision to use AI in the show’s opening credits. Marvel confirmed that the new series, which is currently streaming on Disney+, used AI as part of its creative production.
Based on the 2008 Marvel Comics of the same name, Secret Invasion follows Nick Fury (Samuel L. Jackson) as he discovers that shape-shifting Skrulls have been secretly infiltrating Earth. Ever since the series was announced back in 2020, Secret Invasion has amassed a dedicated fan following. However, upon the release of the show’s first episode, Marvel failed to receive the fan-reaction that they had hoped for. Because of Secret Invasion’s use of AI, audiences are now denouncing the show on social media, believing that the billion-dollar company’s use of AI crossed an ethical line.
In an interview with Polygon,Secret Invasion’s director and executive producer, Ali Selim, confirmed that the show’s title sequence had been created via the use of AI. Selim believed that the use of artificial intelligence was fitting for the show’s theme of distortion, commenting that: “When we reached out to the AI vendors, that was part of it – it just came right out of the shapeshifting, Skrull world identity, you know? Who did this? Who is this?”. After the first episode’s dramatic opening, the title sequence relays a series of distorted images, all of which are coated in the fluorescent green colour belonging to the Skrulls. AI has been employed to create abstract illustrations of Secret Invasion’s characters and landscapes. Figures including Nick Fury and the Skrulls appear in a distorted form, and the green glow of Moscow and London’s scenery has a sinister feel to it.
Marvel hired Method Studios to create Secret Invasion’s title sequence – a company that previously worked on other Marvel series, including Loki and Moon Knight. Selim described the company’s process of using AI, stating that: “We would talk to them about ideas and themes and words, and then the computer would go off and do something”. While Method Studios have not yet revealed the specifics of how AI created the images, Polygon compares the AI prompt to “Skrull cubism”. Confusion about how AI was precisely used escalated after Selim himself admitted to Polygon that he doesn’t “really understand” how AI works. While AI was used in an attempt to replicate the show’s unsettling feel, fans have been questioning the wider ethics surrounding Marvel’s decision to use this controversial software.
Audiences quickly leapt to social media after noticing that the opening credits appeared slightly unusual. Upon Selim’s confirmation that AI had been involved, fans were left disappointed. Despite Selim’s assertion that the use of artificial intelligence complies with the show’s shape-shifting narrative, viewers believe that Secret Invasion’s use of AI is a reflection of Marvel’s lack of creativity.
Marvel’s decision to use AI can be perceived as an affront to those working in the creative industries, as seen by the ongoing strike of the Writers Guild of America (WGA). One of the focal concerns being expressed amid the writers strike is the potential that big companies will start replacing their workers with AI. As a result, Marvel’s decision to use AI has been criticized for its poor taste and ignorance surrounding the WGA strikes. Fans are frustrated that Marvel opted to use artificial intelligence, as opposed to using original artwork from talented creators. The fact that a billion-dollar company has used the cheaper option of artificial intelligence, instead of paying artists, has caused audiences to dub Marvel's actions as hypocritical.
While reviews for Secret Invasion haven’t been entirely negative, some MCU fans are claiming that this recent revelation has put them off watching the latest Marvel series entirely. Some viewers are disappointed that Secret Invasion’s use of AI immediately follows the creative achievements of recent Marvel releases, such as Guardians of the Galaxy Vol.3 and Spider-Man: Across the Spider-Verse. Creatively speaking, Marvel’s use of AI can be perceived as a colossal step backwards. This extensive backlash appears as a low for the company amid a series of highs. Additionally, the revelation has re-opened past discourse regarding Marvel potentially underpaying their creative team and treating their workers poorly.
Title sequences are often one of the most memorable features of television series. By using AI in this context, Secret Invasion is already lacking in the creativity which defined other Marvel series. For example, She-Hulk’s opening titles featured the artwork of Kagan McLeod. McLeod’s courtroom sketches provided the show with a memorable title sequence – something which is difficult to achieve while using artificial intelligence.
Although Marvel still possesses a passionate fan base, some audience members have announced that they will be distancing themselves from the company, as well as boycotting Secret Invasion. It will be interesting to see whether this backlash against Marvel’s use of AI will dismay other companies from following suit, and whether this has impacted AI’s future in the film and TV industry.
New episodes of Secret Invasion are available Wednesdays on Disney+.