DC Comics Takes Firm Stand Against AI-Generated Content, Contrasting with Marvel's Approach

DC Comics won't support generative AI: 'not now, not ever'

DC Comics president and publisher Jim Lee said that the company "will not support AI-generated storytelling or artwork," assuring fans that its future will remain rooted in human creativity. "Not now, not ever, as long as [SVP, general manager] Anne DePies and I are in charge," Lee said during his panel at New York Comic Con on Wednesday, likening concerns around AI dominating future creative industries to the Millennium bug scare and NFT hype. "People have an instinctive reaction to what feels authentic. We recoil from what feels fake. That's why human creativity matters," said Lee. "AI doesn't dream. It doesn't feel. It doesn't make art. It aggregates it." While DC has a longstanding policy that requires all artwork to be original and authentically produced by artists, the company has faced several scandals over the suspected use of generative AI in variant comic book covers. Backlash from people who oppose the technology over concerns that it will replace the work of writers and artists pressured DC to replace the suspected covers, and likely contributed to the company taking a firmer stance against using generative AI in future projects. "Anyone can draw a cape. Anyone can write a hero. That's been around as long as comics have been. It's called fanfiction, and there's nothing wrong with fanfiction," said Lee. "But Superman only feels right when he's in the DC universe. Our universe, our mythos. That's what endures. That's what will carry us into the next century."

DC Comics just made its position on generative AI crystal clear: 'not now, not ever'

As the use of generative AI becomes more common, some companies are taking some strong stances on the technology. While some, like Netflix or Duolingo, are beginning to embrace it, others are taking a stern view the other way. DC Comics has made it clear it won't be adopting the use of generative AI in its work, with DC president and publisher Jim Lee saying the company "will not support AI-generated storytelling or artwork". This statement came during a panel at New York Comic Con with Lee focusing on the importance of human involvement when it comes to art work. "Let me make one prediction that I can stand by today. DC Comics will not support AI-generated storytelling or artwork," Lee said during the panel. "People have an instinctive reaction to what feels authentic. We recoil from what feels fake. That's why human creativity matters. AI doesn't dream. It doesn't feel. It doesn't make art. It aggregates it." DC is one of the first companies of this kind to take a clear stance on the subject. Marvel has not made a public position on the use of AI in its work, nor have companies like Sony, which also produce similar projects in film. Currently, Netflix is the only major production company to utilise generative AI in its work, using the technology in the scene of its TV show The Eternaut. It is likely that other companies will take stands on either side of the argument. "Because what we do and why we do it is rooted in our humanity, it is that fragile and beautiful connection between imagination and emotion that fuels our media. The stuff that makes our Universe come alive," Lee went on to say in his speech. "Our jobs as creators and storytellers and as publishers are to make people feel something real. That's why we create and that's why we're still here." Generative AI has seen its ability jump massively in recent months. Where its use was once clearly noticeable, it is now able to blend in on a lot of projects. AI video, image, and audio generation can often accurately replicate a project, especially with the advancements seen in projects like Sora 2, Runway, and Gemini's Nanobanana. While it does still make mistakes, especially in more complicated projects, the gap has clearly closed in. This, for smaller companies without large budgets, could allow them to compete more in competitive markets, but does also put companies like DC, Marvel, and Netflix in a position to decide how they want to interact with generative AI.

President of DC Comics Says It Will Never Use AI

At this year's New York Comic Con, DC Comics president and publisher Jim Lee made a striking announcement: that the company will "not support AI-generated storytelling or artwork." "Not now, not ever, as long as [SVP, general manager] Anne DePies and I are in charge," he added, as quoted by The Verge. "People have an instinctive reaction to what feels authentic," he added. "We recoil from what feels fake. That's why human creativity matters." "AI doesn't dream," Lee argued. "It doesn't feel. It doesn't make art. It aggregates it." It's a refreshing sentiment, considering the Hollywood studio execs who have welcomed the controversial tech with open arms. While early attempts to harness the power of generative AI have turned out to be a headache in practice, studios and investors alike are nonetheless chomping at the bit to turn the film industry into a conveyor belt of AI slop. The comic book industry has been far from immune. Just last month, the late Marvel comic book legend Stan Lee was resurrected in the form of an AI-powered hologram at the Los Angeles Comic Con, leading to backlash. Lee's comments were reportedly well received and met with "cheering" at the New York Comic Con panel discussion, highlighting growing disillusionment and frustration among fans of the ever-encroaching and seemingly unstoppable tide of AI sloppification. It's a noteworthy commitment, especially given Lee's standing at the helm of the largest and oldest publishing company in the comic book industry. Could the tides finally be turning as public sentiment of generative AI continues to plummet? Artists have long warned that AI poses a direct threat to the livelihoods of creatives everywhere. That's despite worries that execs could be throwing out the baby with the bathwater. As Lee suggests, true human creativity, by definition, can't come from an AI, which was trained on a copious amount of material that predates it, and simply remixes it. "Anyone can draw a cape," Lee said at the event. "Anyone can write a hero. That's been around as long as comics have been. It's called fanfiction, and there's nothing wrong with fanfiction." "But Superman only feels right when he's in the DC universe," he added. "Our universe, our mythos. That's what endures. That's what will carry us into the next century." While many users on social media lauded Lee for his latest comments, some took a more hesitant tone. "Jim Lee openly disparaging AI in no way guarantees anything, no one knows what the future of AI is and no one knows who will be in charge at DC Comics down the line," comic artist Evan Dorkin wrote in a post. "But I think it's important that a popular artist publicly shot AI down," he added. "Fans and artists ignorant of or using AI need to hear this."

Marvel & DC's Biggest Fight Isn't on Screen, It's Over Using AI for Creativity

However, with Marvel's history of using AI in their on screen projects, it's difficult to say if they share the same thought process or are open to AI in comic books. When you read a comic book, the stories, characters, and art featured on every single page connect with you and transport you into a different world altogether. A major element that contributes to this is the human connection we get to see in the comics, but in today's age and day, this connection is slowly fading with the introduction of Artificial Intelligence. Marvel and DC, the two largest comic book producers in the world, have distinctly different approaches to incorporating AI into their content creation, whether in comics or screen projects. This philosophical divide could set the tone for their future. What Is DC's Stand on Using Artificial Intelligence? Recently, Jim Lee, Co-Publisher and Chief Creative Officer at DC Comics, appeared at the New York Comic Con 2025 Retailer Day. There, he addressed the use of Artificial Intelligence in projects, especially comic books, and confirmed that DC Comics will never use Artificial Intelligence while working on a project. According to him, DC has always been grounded in humanity and true effort that cannot be replicated by any algorithm. In his statement, Lee said- "What we do, and why we do it, is grounded in humanity... no algorithm can replicate... true effort, inspiration, and perspiration" Looking at this statement, it is certain that DC Comics has been, and will continue to be, created exclusively by hand and will refrain from using AI. However, if we look over to the other side, things seem to be a bit different. Marvel has a rather neutral stance when it comes to using AI. Is Marvel on the Same Page as DC Regarding AI? While DC has clearly confirmed that the use of Artificial Intelligence is a big no-no for them, Marvel, even though not made an official statement, has often shown through their actions that they are rather comfortable using AI. First off, back in 2023, when Marvel released Secret Invasion, they received a massive backlash for using AI in its opening credits. You would think that this was the end of it, but no, Marvel did it once again with the posters of Fantastic Four: First Steps in 2025 and and even though it was crystal clear that the posters were AI, Marvel denied the claims. As of now, there are no reports of Marvel using Artificial Intelligence in their comic books, but considering they are comfortable using it in their on-screen projects, they could possibly do it in their comic books as well. Since we don't have an official comment on this topic, it's difficult to say anything with absolute certainty but again, as the saying goes, actions speak louder than words. This difference of approach towards using AI in the creative process could very well turn out to be a course-defining moment for either of the entertainment powerhouses.