Paramount+ uses AI-generated image of Captain Kirk for Star Trek II: The Wrath of Khan

Paramount+ recently used an image generated by artificial intelligence (AI) as a thumbnail for the film Star Trek II: The Wrath of Khan. The thumbnail shows William Shatner as Captain Kirk, wearing a suit and tie aboard the USS Stargazer. The incident has raised questions about the effectiveness and reliability of AI in the entertainment industry.

Using AI for thumbnails

In an effort to increase viewer engagement on its streaming service, Paramount+ appears to have turned to AI to create thumbnails. That has resulted in a striking and bizarre image of Captain Kirk, prompting the question of whether AI is really the right choice. AI technology, however, has a history of generating unrealistic or even bizarre images.

It is unclear whether Paramount+ received the image as the result of a faulty or unwanted AI output. The thumbnail gives the impression that AI failed to generate the right visuals, rather than simply choosing from pre-approved images.

Social media reactions

The unusual thumbnail drew attention on social media, where users expressed their surprise. One notable comment came from author and artist Ryan Estrada, who pointed out the situation and shared the image on the social network Bluesky. Users on the platform reported seeing different images, with some getting the standard movie cover while others were shown the AI-generated version.

When viewing the content on Paramount+ via PlayStation 5, the image of Kirk appeared to have a fake-looking effect on the user experience, including a striking glowing red eye that caught attention.

Company culture and technological progress

Paramount+ aims to become one of the most technologically advanced media companies. As owner David Ellison recently noted, it is important for every part of the company to be transformed by technology. He stressed the need to rationalize costs while applying technology across business operations. That process could lead to greater reliance on AI, which may affect the quality and relevance of its product.

The future of AI in the entertainment industry

There is plenty of debate about the role AI will play in the future of the entertainment industry. With Warner Bros. recently acquired by Discovery, mainstream acceptance of AI in the industry is likely to continue growing. Using AI instead of traditional methods can bring both risks and new opportunities, but critics also point to the risk of a “deterioration” in product quality.

This incident shows how AI is being used in the entertainment sector, and the impact it can have on both content and viewer experiences. The combination of technology and media sends a clear signal about the current direction of the industry.