Tesla sued for using Blade Runner 2049 imagery to launch robotaxi

Tesla and Elon Musk were sued for copyright infringement after allegedly using generative AI to create a "faked" promotional image mirroring Blade Runner 2049 for the Cybercab launch, despite the film’s producers having explicitly denied permission to use their intellectual property. What happened Alcon Entertainment, the company behind Blade Runner 2049 , f iled a lawsuit in a California federal court after Tesla allegedly intentionally created images resembling scenes from the film by putting them into an AI image generator. Alcon said it had previously denied a request for such usage. Why it happened One specific image presented during the event featured a character resembling Ryan Gosling's portrayal from the film, looking over a dystopian cityscape. Alcon argues this usage was aimed at enhancing the promotional appeal of the event while misappropriating the Blade Runner brand for commercial purposes. What it means Should Alcon prevail, the legal action could set a precedent regarding the use of film imagery in marketing, particularly as companies increasingly rely on AI technology. Furthermore, Alcon's concerns about Musk's public persona and its potential impact on the Blade Runner brand indicate a growing awareness among creators about how associations with controversial figures can affect their intellectual properties. System 🤖 Unknown Developer: Country: USA Sector: Automotive; Media/entertainment/sports/arts Purpose: Generate imagery Technology: Image-to-image; Machine learning Issue: Accountability; Appropriation; Consent; Trans parency Regulation ⚖️ Copyright Act of 1976 Legal, regulatory 👩🏼‍⚖️ Alcon Entertainment, LLC v. Tesla, Inc

Date it happened

2024-10-01

Organisation involved

Elon Musk; Tesla; Warner Bros. Discovery

This is a record of what was reported, not a finding that anyone broke the law. If it names your organisation and you believe it is wrong, the corrections process is free and open to everyone.