In a case that echoes recent AI-related intellectual property disputes like Scarlett Johansson’s lawsuit over her voice being used without permission in AI training, Alcon Entertainment has filed a lawsuit against Tesla, Elon Musk, and Warner Bros. Discovery (WBDI) over the unauthorized use of Blade Runner 2049 imagery during Tesla’s cybercab launch event.
The drama unfolded on October 10, 2024, when Tesla unveiled its new autonomous cybercab. According to the legal complaint, Tesla initially sought permission to use imagery from Blade Runner 2049 during the presentation. However, Alcon, the film’s owner, explicitly refused and strongly objected to any association between their property and Tesla or Musk. Despite this clear rejection, the defendants allegedly proceeded to use an AI-generated image that deliberately evoked the film’s distinctive aesthetic during the global livestream event.
The day of the launch was marked by behind-the-scenes chaos. Just hours before the event, WBDI realized they needed Alcon’s permission for global rights. Around 2:00 PM PDT, Alcon firmly rejected all permissions and made their objections clear. Nevertheless, at approximately 8:00 PM PDT, Musk went ahead with the presentation, incorporating what Alcon claims was an AI-generated image designed to mimic the film’s iconic visual style.
The financial stakes are significant. Alcon’s complaint notes that previous automotive brand partnerships were worth “eight figures,” and the unauthorized use allegedly interferes with ongoing negotiations for automotive partnerships for their upcoming “Blade Runner 2099” TV series. The impact was magnified as the livestream was retweeted and reposted thousands of times, reaching millions of viewers and creating a lasting unauthorized association between the brands.
What makes this case particularly interesting is Alcon’s argument that this wasn’t a random choice of sci-fi imagery. The complaint points out that Blade Runner 2049 was specifically chosen because it features autonomous AI vehicles, making it particularly valuable for Tesla’s marketing purposes. This was despite WBDI having other sci-fi properties in their library that could have served the general purpose of discussing dystopian futures.
The lawsuit seeks multiple forms of relief, including injunctions against further unauthorized use, impoundment of all infringing materials, and both actual and statutory damages. This case joins a growing number of legal battles over AI’s role in creative industries, highlighting the increasing tension between technological innovation and intellectual property rights in our rapidly evolving digital landscape.
As AI continues to blur the lines between inspiration and infringement, this case could set important precedents for how courts handle AI-generated content that mimics protected intellectual property. The outcome may have far-reaching implications for the future of AI in marketing, entertainment, and beyond.