DenmarkConsumer goods2024LEGO Group
AI-generated images in a Ninjago website quiz
LEGO withdrew a Ninjago quiz after criticism of its AI-generated images
Problem
LEGO published a Ninjago-themed website quiz that required character artwork. It did not disclose a production problem or savings target behind the AI test.
Approach
The quiz used AI-generated character images. Fans and a Ninjago co-creator criticised the artwork. LEGO removed the quiz and said the images were a test that would not reappear.
Results
No published figures
Takeaway
The test reached customers before being withdrawn. LEGO did not report a cost or engagement benefit.
Categories
- Size
- Large enterprise
- Industry
- Consumer goods
- Business function
- Marketing and sales
- Innovation type
- Process innovation
- AI technology
- Generative AI
- Adoption
- Off-the-shelf tool or platform
- Evidence
- Press reporting
Sources
Source summaries
Creative Bloq documented the quiz's AI artwork and criticism from fans and a Ninjago co-creator. It reported the quiz's removal and LEGO's statement that the test images would not return.
Full details are in the original sources.
