Blade Runner 2049's production business, Alcon Entertainment, has sued Warner Bros. Discovery, Tesla, and Elon Musk. According to the lawsuit, Musk promoted Tesla's future robotaxi at a recent presentation by inappropriately using images from the movie. Musk allegedly used AI-generated images that resembled sequences from Blade Runner 2049 despite Alcon's denial of his request to use the film's content. According to the lawsuit, this was a "bad-faith and intentionally malicious maneuver" to increase the event's appeal while stealing the movie's images for profit.

The controversy erupted during Tesla's launch event on October 10, titled "We, Robot," where Musk showcased a vehicle touted for its self-driving capabilities. Alcon claims that not only did Musk disregard their refusal to use any Blade Runner 2049 content, but he also used AI-generated images that mimicked the film's aesthetic, including a look-alike of Ryan Gosling's character. The complaint describes this action as a "bad-faith and intentionally malicious gambit," arguing that it was designed to enhance the event's appeal while misappropriating intellectual property for commercial gain.

Significant worries about the financial consequences of such appropriation are brought to light by Alcon's court case. Any brand thinking about partnering with Tesla, the company argues, must now deal with Musk's erratic behavior, which at times has veered into "hate speech." Due to this circumstance, Alcon's current conversations with other automakers over possible partnerships for their future Blade Runner 2099 television series are made more difficult. The unapproved use of images, according to the lawsuit, produces a "false endorsement," leading viewers to believe that Blade Runner 2049 and Tesla are related. Alcon stresses that this false statement has the potential to permanently harm their reputation and future collaborations.

In the field of intellectual property conflicts between technology and entertainment celebrities, this lawsuit is not an uncommon instance. An interesting analogy is the legal dispute that actress Scarlett Johansson had with OpenAI regarding the unapproved use of her voice in an AI-generated character. As AI technologies become increasingly common in content generation, these incidents highlight the growing tensions between the creative professions and technical breakthroughs. Previously, Elon Musk has praised Blade Runner and mentioned how it influenced Tesla's concepts, such as the Cybertruck. But given that AI can now effortlessly mimic artistic forms, this most recent event calls into question the moral limits of creativity and ownership.