LEGO’s AI LEGO NINJAGO art test was a disaster

The LEGO Group used AI-generated images in a LEGO NINJAGO quiz and it was received exactly as you would have expected.

A new LEGO NINJAGO quiz launched on the LEGO website earlier this week was spotted to be using AI-generated images featuring iconography from at least one other ninja-focused franchise, not under the LEGO Group’s banner. As well as this, the idea of using AI to generate something that an artist could have created didn’t go down well with the community or a NINJAGO co-creator.

Though the quiz has been taken down, it was an interesting sequence of events from which the LEGO Group might be able to learn a few lessons going forward. It’s all summarised in our latest YouTube video to keep you up to date.

The LEGO Group have now released an official statement on this matter, explaining the events that led up to the quiz’s launch.

“We have a clear policy not to use generative AI to create LEGO content,” the statement on the LAN reads. “We fundamentally believe in the wonder and power of human creativity and will continue to encourage and celebrate the talented artists who help bring our brand and characters to life.

“These images were used in a test which happened outside of our usual approval processes, and we will take all necessary steps to ensure that it won’t happen again. We believe generative AI offers interesting opportunities and we will continue to explore how we can use it to improve the experiences we offer and our ways of working.”

Based on this statement and the reaction, this should be the first and last time that we see AI-generated images used on the official LEGO website. At the very least, Kai probably won’t be wearing a headband with a Naruto emblem again.

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