Designers Push Back Against AI-Generated Poster at Biarritz Film Festival
AI tools have spread into nearly every creative field, and film is no exception. The recent controversy around the Biarritz Film Festival’s promotional poster highlights the friction between traditional creatives and AI-generated art.
The festival's poster, featuring a model underwater surrounded by goldfish, drew immediate criticism. Creatives quickly identified the telltale signs of AI generation: unnaturally smooth Gaussian blur, oversaturated colors, and an overall lack of emotional depth.
Why The Poster Missed The Mark
Rather than enhancing creativity, the poster came off as sloppy and soulless. Many designers felt it lacked the human touch essential for compelling visual storytelling. On the r/graphic_design subreddit, users expressed frustration:
- "AI is not a solution if you suck as an artist."
- "This could be done in Photoshop in 5–10 minutes by a skilled designer."
- "This garbage wouldn’t be approved if a human made it."
- "Having an AI tool doesn’t replace poor creativity."
The backlash underscores a critical point: AI should be a tool to extend creativity, not a shortcut that covers up weak design skills.
AI in Film: A Growing Debate
This isn’t an isolated incident. AI’s role in film production and promotion has sparked ethical debates before. For example, the Academy Award-winning drama The Brutalist faced criticism for openly using AI, raising questions about artistic integrity.
That said, AI art can work well when used thoughtfully. Artists like Niceaunties are gaining attention for blending AI with cultural elements in imaginative ways that challenge skeptics.
For creatives looking to explore AI tools without compromising quality, focused training can help bridge the gap between technology and artistry. Platforms like Complete AI Training offer courses designed to build skills in AI-assisted creativity while maintaining strong design fundamentals.
What Creatives Can Take Away
- AI is a tool—not a replacement for skill or vision.
- Understanding AI’s limits helps avoid producing soulless or generic work.
- Good design still requires human judgment and refinement.
- Upskilling in AI tools can empower creatives to use technology effectively.
The Biarritz poster controversy serves as a reminder that technology alone won’t make design better. Creativity and craftsmanship remain the heart of compelling visual communication.
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