Here’s why LEGO fans are critical of LEGO NINJAGO AI-generated images

The LEGO community has responded largely negatively to the apparent use of AI-generated images on a LEGO NINJAGO quiz – and here’s what they had to say.

From outrage to understanding, it seems that a lot of people have something to say about a range of LEGO NINJAGO images that appeared on a now-deleted children’s quiz that seemed to have been created using AI. X (formerly Twitter) has provided a space for many to discuss the images, ranging from funny observations to genuine disappointment from fans.

The use of generative AI is controversial, to say the least – and that’s clearly evidenced by the divisive opinions coming from the LEGO community. Here’s a summary of what people had to say on social media.

The impact on quality is ’embarrassing’

One of the main points of criticism from LEGO NINJAGO fans is the dip in quality, when compared to real photos of LEGO NINJAGO sets or the LEGO Group’s usual practice of creating digital versions of real-life minifigures, sets, and so on. If you take a closer look at the images themselves, the minifigures’ hands are oddly shaped; a cooking utensil held by one character is not one you’d find in a standard kitchen; and the ‘water powers’ shown below don’t look much like what NINJAGO fans see in the animated show.

AI image generation doesn’t fit with LEGO’s ethos of creativity

The LEGO Group has long been a public champion of creativity, encouraging people of all ages to use their imaginations and create for themselves. Using generative AI to create its own materials appears to stand in direct opposition to that ethos, according to some from the community and reflected in the LEGO Group’s own statement on the matter.

“Ashamed of the LEGO Group allowing the use of AI art on their website when there are SO MANY fantastic artists within the Ninjago community alone that’d do anything to get to do something official,” reads one X post. “Genuinely embarrassing of a company so strong about their quality standards.”

Ashamed of @LEGO_Group allowing the use of AI art on their website when there are SO MANY fantastic artists within the Ninjago community alone that'd do ???????? to get to do something official

Genuinely embarrassing of a company so strong about their quality standards https://t.co/Ps8X22wUol

— PenPlays (@PenPlays_) March 15, 2024

Others were also quick to agree. “A billion dollar company that [is] supposed to encourage creativity,” wrote one user on X, while another questioned: “Whatever happened to ‘Only the best is good enough?’”

It feels like cutting costs – when LEGO reports consistent profits

For better or worse, generative AI has quickly become associated with cost-cutting, especially when applied to fields (like creative artwork) typically done by human artists. That has resulted in some fans criticising the LEGO Group for saving money, just days after publicly reporting steady financial growth in 2023.

“LEGO using AI is unfortunately not surprising,” wrote one X user. “It is a billion dollar company whose leaders only think about getting even more money, even if it comes at the expense of the artists.”

It’s worth noting that there’s no current indication that the LEGO Group has used generative AI ‘at the expense of artists’ or if any artists have directly suffered from this instance of AI artwork. However, it does highlight the strong emotions that many have about the use of generative AI.

LEGO NINJAGO characters don’t look quite right

What’s more, the very images that have been created don’t quite capture LEGO NINJAGO characters in the way that fans would want.

There also appears to be a lack of appreciation for LEGO NINJAGO lore, with one fan pointing out on X: “AI slop notwithstanding, since when is Kai’s dream job either chef or pilot”?

Some fans are willing to give the LEGO Group the benefit of the doubt

It’s not all bad news for the LEGO Group, with some fans ready to give the company the benefit of the doubt. After all, it’s likely that the LEGO Group doesn’t handle all of its materials in-house and this could be the work of a third party.

“Not defending the use of it but LEGO contracts other agencies to do a lot of their visual marketing material and it’s entirely possible that they used AI and Lego didn’t manage to catch it,” commented one person on X in response to others’ criticisms. “I’ve seen it happen to a lot of people and companies without their knowledge.”

The LEGO Group moved quickly to take the quiz containing the images down and later responded in an official statement shared to the LAN.

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