Alcon Entertainment, the production company behind “Blade Runner 2049,” has filed a lawsuit against Tesla CEO Elon Musk over his use of allegedly AI-generated imagery at Tesla’s high-profile “We, Robot” event on October 10, 2024. The lawsuit centers on images displayed during Musk’s presentation of Tesla’s new robotaxi technology.
During the event, Musk referenced the 2017 dystopian film while showcasing Tesla’s autonomous vehicle technology. “You know, I love ‘Blade Runner,’ but I don’t know if we want that future,” Musk stated, before displaying an image featuring a man in a duster jacket overlooking a post-apocalyptic cityscape that closely resembled scenes from “Blade Runner 2049.”
Alcon Entertainment alleges the image was created using an AI image generator, as they explicitly did not grant Musk or Tesla permission to use any imagery from their film. The lawsuit goes beyond copyright concerns, addressing broader issues with Musk’s public persona and business practices. “Any prudent brand considering any Tesla partnership has to take Musk’s massively amplified, highly politicized, capricious and arbitrary behavior, which sometimes veers into hate speech, into account,” Alcon stated in their legal filing.
The production company made clear their position: “Alcon did not want BR2049 to be affiliated with Musk, Tesla, or any Musk company, for all of these reasons.” This represents a significant pushback from Hollywood against unauthorized use of intellectual property, particularly when AI tools may have been employed to recreate copyrighted material.
The “We, Robot” event has drawn criticism from multiple Hollywood figures. Alex Proyas, director of the 2004 sci-fi film “I, Robot,” publicly questioned whether Tesla’s Optimus robot, Robovan, and Robotaxi designs borrowed heavily from his film’s aesthetic. “Hey Elon, Can I have my designs back please?” Proyas wrote on X (formerly Twitter) on October 13.
The event’s reception in financial markets was notably underwhelming. Tesla shares dropped nearly 9% to close at $217.80 on October 11, the day following the presentation. By Monday, shares closed at $218.85, marking a nearly 12% decline year-to-date. The market response suggests investors were disappointed with Musk’s vision for self-driving vehicles, which had been highly anticipated by both Wall Street and consumers.
Neither Tesla nor Alcon Entertainment representatives responded to requests for comment from Business Insider.
Key Quotes
You know, I love ‘Blade Runner,’ but I don’t know if we want that future. I believe we want that duster he’s wearing, but not the, uh, the bleak apocalypse.
Elon Musk made this statement during Tesla’s ‘We, Robot’ event while presenting the robotaxi technology. The comment preceded his display of the allegedly AI-generated image that sparked the lawsuit, revealing his awareness of the dystopian themes while simultaneously using imagery from the film without permission.
Any prudent brand considering any Tesla partnership has to take Musk’s massively amplified, highly politicized, capricious and arbitrary behavior, which sometimes veers into hate speech, into account.
Alcon Entertainment included this statement in their lawsuit, indicating that their objection goes beyond copyright infringement to encompass broader concerns about Musk’s public conduct and its potential impact on brand reputation. This represents a significant corporate pushback against associating with controversial tech executives.
Alcon did not want BR2049 to be affiliated with Musk, Tesla, or any Musk company, for all of these reasons.
This declaration from Alcon Entertainment’s lawsuit emphasizes their complete rejection of any association with Musk or his companies, making clear that the unauthorized use of their intellectual property was particularly unwelcome given their stance on Musk’s public behavior and business practices.
Hey Elon, Can I have my designs back please?
Director Alex Proyas posted this on X (formerly Twitter) on October 13, suggesting that Tesla’s Optimus robot, Robovan, and Robotaxi designs closely resembled elements from his 2004 film ‘I, Robot.’ This adds to a pattern of Hollywood creators questioning Tesla’s use of sci-fi imagery and concepts.
Our Take
This lawsuit represents a watershed moment for AI-generated content and intellectual property law. The allegation that Tesla used AI image generators to create unauthorized derivative works from copyrighted films could establish important legal precedents for how courts treat AI-generated content that mimics existing intellectual property.
What’s particularly striking is Alcon’s willingness to publicly cite Musk’s behavior as a reason for refusing association, suggesting that corporate reputation concerns are becoming as important as legal considerations in the AI industry. This could signal a shift in how companies evaluate partnerships with AI innovators who maintain controversial public profiles.
The convergence of poor market response, Hollywood backlash, and legal challenges suggests Tesla’s “We, Robot” event may become a cautionary tale about the risks of unauthorized AI-generated content use and the importance of maintaining positive stakeholder relationships. As AI tools make it easier to create derivative works, the tech industry will need to navigate increasingly complex intellectual property landscapes while managing brand perception.
Why This Matters
This lawsuit highlights critical emerging issues at the intersection of AI technology, intellectual property rights, and corporate branding. The allegation that Musk used AI image generators to create content resembling copyrighted film imagery represents a significant test case for how AI-generated content will be regulated and litigated.
The case underscores growing tensions between Hollywood and tech companies over AI’s role in content creation. As AI image generation tools become more sophisticated and accessible, questions about copyright infringement, fair use, and creative rights are becoming increasingly urgent for the entertainment industry.
Moreover, Alcon’s explicit rejection of association with Musk due to his “capricious and arbitrary behavior” signals how executive conduct can impact brand partnerships in the AI and tech sectors. This could set precedents for how companies evaluate partnerships with controversial tech leaders, particularly as AI companies seek Hollywood collaborations for training data and content.
The market’s negative response to the “We, Robot” event, combined with legal challenges, suggests investors and stakeholders are scrutinizing not just Tesla’s AI and autonomous vehicle technology, but also the company’s approach to intellectual property and public relations.
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Source: https://www.businessinsider.com/elon-musk-we-robot-event-getting-heat-big-hollywood-player-2024-10