Paramount+ uses AI to generate controversial Star Trek thumbnail

At a glance:

• Paramount+ appears to have used generative AI to create a thumbnail for Star Trek II: The Wrath of Khan
• The thumbnail shows Captain Kirk in a business suit, which he never wears in the film or throughout the series
• Artist Ryan Estrada speculates the AI was used to place Kirk's head from a retinal scan scene into a business suit body

The AI-generated controversy

The streaming platform Paramount+ has sparked controversy among Star Trek fans after appearing to use generative AI to create a thumbnail for the classic film "Star Trek II: The Wrath of Khan." The controversial image shows Captain Kirk, as portrayed by William Shatner, dressed in a business suit - an attire the character never wears in the film or throughout Shatner's decades-long portrayal of the iconic Starfleet captain.

This AI-generated thumbnail has drawn criticism from fans and observers who point out that business suits are largely absent from the Star Trek universe, which envisions a future without money and with different social norms. The only exception might be occasional appearances on the Holodeck, a virtual reality system within the show. The discrepancy has led many to question why Paramount+ would choose to represent one of science fiction's most recognizable captains in such a way that contradicts established canon.

How the AI thumbnail may have been created

Artist Ryan Estrada has provided insight into how this controversial thumbnail might have been created. According to Estrada, the image of Kirk is actually from "Wrath of Khan," specifically from a scene where the captain is undergoing a retinal scan to access a computer file. In the original scene, Kirk is wearing his standard Starfleet uniform, not a business suit.

Estrada speculates that Paramount+ personnel became attached to this particular image of Kirk but wanted to highlight it further by making it a thumbnail. Since the original film frame is a close-up of Shatner's face, the team likely used generative AI to place Kirk's head inside a fake body and dressed that body in a business suit. The AI also appears to have struggled with Kirk's hair, which looks artificial and strange as the original frame cuts off at his forehead.

Paramount's AI strategy

The incident comes as Paramount Global, the parent company of Paramount+, has been increasingly embracing AI technology. David Ellison, Paramount's owner, recently told CNBC that the company is "using technology to transform every single aspect of this business." This statement suggests that AI-generated content may become more common across Paramount's properties, including the Star Trek franchise.

However, the AI-generated Kirk thumbnail has raised concerns among fans about how technology might be used to manipulate or reinterpret beloved properties. The incident highlights the tension between technological innovation and maintaining the integrity of established franchises, particularly those with dedicated fanbases who value consistency and canon.

Fan reaction and franchise concerns

The reaction from Star Trek fans has been largely negative, with many expressing disappointment in the quality and accuracy of the AI-generated thumbnail. Some have taken to social media to share their dismay, using the hashtag #AISlopKirk to describe what they see as a low-quality, inaccurate representation of the character.

For lifelong Star Trek fans, this incident is particularly painful as it comes during a challenging period for the franchise. Paramount has effectively ended the Star Trek series for the time being, having cancelled the surprisingly well-received "Starfleet Academy" and halted production on "Strange New Worlds." The use of AI to generate content for the franchise's classic films has left many wondering about the future direction of the property and whether technological shortcuts will replace genuine creative efforts.

What this means for streaming thumbnails

The Paramount+ AI thumbnail incident raises questions about the increasing use of generative AI in streaming platform marketing materials. As streaming services compete for viewer attention, thumbnails play a crucial role in attracting clicks and engagement. However, this incident suggests that AI-generated content may sometimes prioritize visual appeal over accuracy or respect for source material.

Streaming platforms may need to balance technological efficiency with maintaining the integrity of the properties they represent. For franchises with dedicated fanbases like Star Trek, authenticity and attention to detail may be more important than cutting corners with AI-generated content. The controversy surrounding this thumbnail could serve as a cautionary tale for other streaming services considering similar approaches.

The future of AI in entertainment

Despite the controversy, AI technology is likely to continue playing a role in entertainment production and marketing. The question is not whether AI will be used, but how it will be used responsibly. For franchises like Star Trek, which have built their legacy on thoughtful world-building and consistent characterization, AI tools should complement rather than replace human creativity and attention to detail.

As AI technology evolves, we may see more sophisticated applications that can generate content while respecting established canon and artistic intentions. The Paramount+ thumbnail incident, while problematic, could ultimately contribute to better practices in the industry by highlighting potential pitfalls and the importance of maintaining quality control when using AI for creative purposes.