GOG Navigates Difficult Questions Regarding Generative-AI Use

PC game-download store GOG has found itself at the center of a debate regarding the use of generative AI in its marketing materials. The controversy began when a banner used to advertise a 2026 sale was identified by users as being created with AI, a fact later confirmed by a GOG forum user believed to be a GOG artist.

The revelation led to a significant backlash from the community, prompting questions during an Ask the GOG on Reddit session.

During the Reddit AMA, GOG's managing director, Maciej Gołębiewski, was asked about the negative reaction and the company's future plans for using generative AI.

He stated:

"We're not planning on making absolute statements in either direction. 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."

He added:

"What we will change, though, is how and where those tools are used; we understand that using new technology doesn't mean skipping human judgment."

This response did not placate many in the community.

In a January interview, before the recent controversy, Gołębiewski had discussed the potential of AI in game preservation, GOG's core mission.

"We haven't done this in this form," he said, "but I'm sure that at some point the application of AI - not necessarily generative AI in terms of artworks or code or whatever - will be found for how this can be used to advance game preservation. Every technology at some point finds its way to be put to good use. It's just the road to that is usually windy, shaky, however you might call it. So we haven't yet, but I'm not saying we won't do it in the future. If this can be used to advance our mission, then we will do it."

A senior graphic designer for GOG, under the username KosmicznaPluskwa, also commented on GOG's forum, confirming the banner was AI-generated.

They wrote:

"OK, so to clear the air - current sale banner is fully AI. Not my work. This is all I can say on this."

The designer also expressed personal feelings about the increasing presence of AI in marketing art, stating:

"Just 5ish ago everything you'd see was something someone has spent time on, even if it wasn't the best, so it was worth being looked at - for me at least. This is no more and it breaks my heart."

GOG's identity is closely tied to its principles of game preservation, DRM-free access, and a curated selection of games. The company recently gained praise for stocking the indie game Horses when other major platforms would not. Gołębiewski had previously stated:

"We as a company are always ready to take a stand on the right values."

— a sentiment that some now see as conflicting with the company's stance on generative AI. The community's reaction highlights the tension between embracing new technologies and upholding a brand image built on human-centric values. I see this as a pivotal moment for the company's new era as a private entity.

Read also, the recent sale of GOG for approximately $25 million in December might seem small, but its impact is significant for the storefront known for its commitment to game preservation and DRM-free access. The platform is now back under the leadership of its original co-founder, Michał Kiciński, who aims to preserve its core mission.