GOG faces community backlash over generative AI use in marketing, refuses to rule out future AI

GOG's AI Controversy Erupts Over New Year Sale Banner

GOG, the PC gaming storefront known for its commitment to DRM-free games and classic game preservation, has found itself at the center of a heated debate after confirming it used generative AI to create marketing artwork 1

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. The AI-generated banner, which promoted a 2026 sale, was first called out by forum users in January and later confirmed by a GOG artist—presumed to be a senior graphics designer—who stated the banner "is fully AI" but declined further comment, noting they "like being employed" 2

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. The revelation triggered immediate community backlash, forcing GOG to address the issue during a Reddit Ask Me Anything session and in a private Discord server for GOG Patrons, a $5-per-month subscription program 4

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Managing Director Refuses Absolute Statements on AI Use

When questioned about whether GOG would move away from generative AI use, managing director Maciej Gołębiowski provided a response that failed to satisfy the community. "We're not planning on making absolute statements in either direction," Gołębiowski wrote during the Reddit AMA. "AI tools are one of many technologies we test and try out, and in some contexts it genuinely helps us push the company (and the mission) forward" 1

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. He added that GOG would change "how and where those tools are used" and acknowledged that "using new technology doesn't mean skipping human judgment." The measured response did nothing to calm supporters, many of whom expected a definitive stance against AI-generated content from a company they view as standing for core values around human art and ethical business practices .

Community Backlash Highlights Clash of Values

The response sparked fierce criticism from GOG's dedicated user base, with supporters making "absolute statements in one very specific direction," as one headline noted. Reddit users called it an "absolutely terrible response," with one commenter stating: "We do not want AI slop being used for GOG period. Going against the enshittification and corporate corner cutting garbage while celebrating and preserving real human art is exactly why we liked GOG in the first place" . Another user pointed out the fundamental tension: "AI and the preservation of art are opposites, they cannot work together." The controversy is particularly significant for GOG because the store has built its reputation on certain beliefs about Digital Rights Management (DRM) and ownership, and users who share strong beliefs on those issues likely hold similarly strong views about AI and human expression .

GOG Claims Banner Was Work-in-Progress Asset Published by Mistake

In a message to GOG Patrons on their private Discord server, a GOG representative attempted to clarify the situation, stating the New Year Sale banner was "a work-in-progress asset that we mistakenly allowed to be displayed on the storefront" 3

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. The representative, believed to be marketing employee Arthur Dejardin, acknowledged GOG "failed on at least two levels: Quality-control of the asset that landed on the front page, and then reacting quickly enough when we noticed the error" 4

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. The message emphasized that GOG is "a dedicated, but small team" without "the infinite resources of the industry giants," and that experimenting with tools allows them "to do more with the limited hands we have" 3

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. This explanation came only after GOG had declined to comment publicly on its "internal processes or tools" when contacted by media outlets 4

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Game Preservation Mission Cited as Justification

Gołębiowski had previously discussed AI's potential role in game preservation during a January interview, before the controversy erupted. He explained that while GOG wasn't using generative AI at the time, the company had seen instances where communities used AI to analyze game code and documentation "with an aim of making it run better or maybe making it run on a different operating system or different hardware" 1

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. "Every technology at some point finds its way to be put to good use," Gołębiowski stated, adding: "If this can be used to advance our mission, then we will do it" 1

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. This position frames AI as potentially beneficial for GOG's founding mission of restoring and preserving classic games, ensuring they can be played without being locked behind DRM. However, critics argue this justification doesn't extend to using AI for marketing artwork, which they see as undermining the human artists GOG should be supporting .

Concerns Mount Over Employee Who Spoke Out

Adding to the controversy, the GOG artist who initially confirmed the AI-generated banner left the GOG Cafe Discord without warning shortly after speaking out, raising concerns among community members about potential retaliation . The incident has become a test case for GOG's newly independent status, having recently become a private company after spending its entire existence as part of CD Projekt, the studio behind The Witcher games and Cyberpunk 2077 1

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. GOG has earned respect for selective curation and standing by controversial decisions, such as stocking indie horror game Horses when stores like Steam and Epic wouldn't. Whether the company can maintain that reputation while exploring AI tools remains uncertain, as supporters watch closely to see if GOG's actions align with the values that made it distinct in the PC gaming storefront landscape 1

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