Marvel criticized for using AI in ‘The Fantastic Four: First Steps’ poster

Marvel is facing backlash from fans for using AI-generated art in the promotional poster for ‘The Fantastic Four: First Steps’.

The criticism came after Marvel released the first trailer for the film, which features an all-star cast. Pedro Pascal (The Last of Us) stars as Mr. Fantastic, Vanessa Kirby (Napoleon) as Invisible Woman, Joseph Quinn (Stranger Things) as the Human Torch, and Ebon Moss-Bachrach (The Bear) as the Thing. The film also features Ralph Ineson as Galactus, Julia Garner as the Silver Surfer, and notable actors like Paul Walter Hauser, Natasha Lyonne, and John Malkovich.

The trailer showcases the origins of the heroes and their transformation after gaining their powers, alongside a sneak peek at the villain Galactus. One of the key moments in the trailer highlights the family bond between the characters, with Kirby’s character declaring, “Whatever life throws at us, we face it together — as a family.”

Alongside the trailer, Marvel unveiled a vibrant poster for the film on its official X (formerly Twitter) account. The poster features a group of 1960s New Yorkers enthusiastically cheering for the Fantastic Four, waving flags, and holding vintage cameras. One of the signs reads, “EARTH BELIEVES IN YOU,” emphasizing the team's widespread popularity.

However, the poster quickly came under scrutiny from fans who noticed the use of Artificial Intelligence in the artwork. Fans on social media pointed out significant errors, particularly regarding the hands of the characters.

One hand, which was holding a flag, appeared to have only three fingers—a glitch commonly found in AI-generated images. Another hand in the background, shown cheering, was similarly flawed, which sparked even more complaints about the use of AI in the design.

One fan criticized the poster, saying, “You can instantly see that this shitty poster is AI-generated. Visually incoherent, choke-full of copy-paste faces, lost limbs et four-fingered hands. STOP USING AI FOR YOUR ADVERTISING, Hollywood!”

Other fans voiced similar frustrations, urging the industry to move away from AI art for promotional materials.

Despite the criticism surrounding the poster, the cast and crew introduced the trailer during a special event. Moss-Bachrach led the crowd in a lively “It’s clobbering time!” chant and Pascal shared his emotional connection with the cast, describing the experience as “intimate” and emphasizing that the group had become a “family.”

‘The Fantastic Four: First Steps’ is set in a retro-futuristic 1960s Manhattan, though Marvel Studios president Kevin Feige clarified on The Official Marvel Podcast that the New York City depicted in the film may differ from the one fans know in the MCU. The film is scheduled for release in theaters on July 25.