“Spider-Man: Brand New Day” is facing backlash after viewers raised concerns over its alleged use of artificial intelligence in its concept art.
One of the most noticeable pieces that users have claimed was created using AI is “Big City, Little Spider,” a concept drawn by artist Scott McInnes. Marvel has yet to publicly address the backlash and has faced AI-related controversies since 2023.
Despite the excitement surrounding Spider-Man: Brand New Day, newly released concept art has prompted inquiries about whether artificial intelligence played a role in the film’s development.
Much of the speculation centers on the “Big City, Little Spider” concept, with reports pointing to unusual distortions in several parts of the artwork. Some of the most noticeable examples appear on the taxis, particularly two vehicles traveling in opposite directions that seem to warp into one another.
The fire escape on one of the buildings was also associated with AI-generated imagery, as the stairs appear distorted and oddly shaped, unlike typical steps in the city that inspired the concept.
Fans Blast Marvel Over Alleged AI Use
Although Marvel has yet to confirm whether AI was used in creating the concept art, netizens have already subjected the project to considerable criticism.
One wrote, “Using generative AI to concept design a real-life city like New York is wild lol. like… it’s NYC. Just look out a window or take a photo??”
One user, in particular, criticized the artist behind the “Big City, Little Spider” concept, which was the only piece of the artwork that allegedly showed the most telltale signs of AI use.
“Scott McInnes got caught slipping with the AI assist on the Big City Little Spider piece. Respect the craft or don’t put it in the official book,” said the individual.
Marvel’s AI Controversy Dates Back To ‘Secret Invasion’
Back in 2023, Marvel also faced significant criticism when its “Secret Invasion” series prominently featured AI-generated imagery in its opening titles.
Director Ali Selim later confirmed in an interview with Polygon that AI was used for the opening credits. He said the decision was made because the visual style fit the project’s theme.
“When we reached out to the AI vendors, that was part of it — it just came right out of the shape-shifting, Skrull world identity, you know? Who did this? Who is this?” Selim said at the time.
“We would talk to them about ideas and themes and words, and then the computer would go off and do something. And then we could change it a little bit by using words, and it would change,” he added.
Marvel Denied AI Use In ‘Fantastic Four’ Posters
In 2025, Marvel also faced backlash over the alleged use of AI in the posters it made for the Fantastic Four movie.
Eagle-eyed fans of the franchise spotted inconsistencies, such as people with four fingers instead of five and two women with the same face in the posters.
Marvel did not issue an official statement denying the use of AI, but a spokesperson confirmed to TheWrap that it was not used in creating the posters.
Russo Brothers Say AI Has ‘Value’ In Filmmaking
Even with the criticism surrounding the use of AI in filmmaking, some Marvel stakeholders are not opposed to it.
In a 2025 interview, the Russo Brothers, who are directing Marvel’s next major project, “Avengers: Doomsday,” described AI as a valuable tool.
“We have to approach AI the same way we approach all technological innovations,” they said after being asked whether they see a role for AI in filmmaking.
“It’s potentially a valuable tool, but it’s the kind of tool that artists always have to remain in control of, but there’s going to be some valuable role in the creative process and the filmmaking process,” the duo also noted.
