AI Shaming: Netflix Caught Out Again for Using AI-Generated Imagery
The Problem with AI Shaming
AI shaming is quickly becoming an online phenomenon that brands need to be aware of. But it seems that even big names that have already been AI shamed haven’t yet learned their lesson.
Netflix’s Previous AI Controversies
In our roundup of the biggest AI art controversies of 2024, we mentioned various brands that faced backlashes on social media because of their use of AI-generated imagery. Netflix was one of them. And less than a week into 2025, the streaming giant has been caught out again.
The Latest Incident
Netflix has been accused of using fully fledged AI image generation for the thumbnail for a long-running Korean cookery show, "Chef & My Fridge". The show sees chefs help celebrities cook up a dish with whatever’s in their fridge. A new season of the show drops on 12 January, but there’s something very strange about that refrigerator.
The Telltale Signs
As well as having that soft AI look, the suspect image also includes some strange telltale AI hallucinations that are an immediate giveaway. Look more closely at that enormous fridge, and you’ll see that there appear to be handles on the wrong side of the doors. These appear to serve no purpose and would make it impossible to close the thing. There are also a couple of piles of plates stacked in the fridge as if it were a cupboard (do people cool their plates in Korea?)
What Does it Mean?
It does seem likely that the image was made using an AI image generator. Does it matter? For Netflix, producing AI-generated key art will be cheaper and quicker, and most viewers may not pay close enough attention to thumbnails to notice. Nevertheless, that generic AI style looks cheap and lazy, especially when Netflix didn’t even both to correct the mistakes. That doesn’t exactly bode well for the show being promoted. Also, some people have such strong feelings about AI art that its use could harm Netflix’s reputation.
Conclusion
AI shaming is a serious issue that brands need to take seriously. While using AI-generated imagery may be cheaper and quicker, it can also harm a brand’s reputation and lead to backlash on social media. Netflix needs to take a closer look at its use of AI-generated imagery and consider the potential consequences.
FAQs
Q: What is AI shaming?
A: AI shaming refers to the practice of using AI-generated imagery in a way that is perceived as lazy, cheap, or unethical.
Q: Why is AI shaming a problem for brands?
A: AI shaming can harm a brand’s reputation and lead to backlash on social media.
Q: What should brands do to avoid AI shaming?
A: Brands should use AI-generated imagery responsibly and ensure that it is used in a way that is ethical and respectful.
Q: Can AI-generated imagery be used effectively?
A: Yes, AI-generated imagery can be used effectively if it is used in a way that is thoughtful and considerate of the audience.
