Hideo Kojima's AI Prada Ad Faced Strong Criticism, But He Says He's 'Not Interested' in AI

Hideo Kojima recently had the chance to live out one of his long-held dreams—visiting space—but the experience was far from what one might expect. Instead of a real journey beyond Earth, Kojima appeared in an AI-generated Prada advertisement. The ad, however, was met with widespread disapproval and was described as bleak and unappealing.

Kojima himself seems to have grown weary of the AI trend, expressing in a recent interview with The Washington Post that he is not interested in AI and doesn't believe it will produce art that can be meaningfully appreciated in his lifetime. "Art is life," he said. "But in 50 years, 100 years, I don’t know. Maybe AI could create art, but while I live, I don’t think I’ll see it. I'm not interested in it."

A Contrast in Views: Kojima and Refn

Kojima wasn't the only one present during the ad's creation. His celebrity collaborator and co-star in the Prada ad, Nicolas Winding Refn, offered a more cautious but ultimately optimistic outlook. Refn remarked on the uncertainty of the current era, stating that it's a "terrifying time we live in because everything is so uncertain." However, he emphasized that this uncertainty is a driving force for creativity. "The gasoline that keeps your creativity going is uncertainty, because it makes you always have to innovate. Re-create yourself. Re-create the future," he said.

Kojima's Stance on AI and Art

Some may speculate that Kojima's comments were influenced by the public backlash against his AI-driven ad, but his previous reactions to criticism suggest otherwise. The creator of Metal Gear Solid and Death Stranding has never wavered in his positions, even when faced with controversy, such as his trip to Saudi Arabia during his Death Stranding 2 tour. This journey, which drew criticism due to Saudi Arabia's human rights record, did not sway Kojima's stance.

It's possible that Kojima's skepticism toward AI is based on a simple belief that it isn't effective for creating meaningful art. He acknowledged the need for a better integration of AI and technology in the future, but he placed that responsibility on the younger generation. "We’ll find a good way, a good path to how we use technology," he said. "And it’s really up to young people on how we use it."

Kojima's remarks highlight the ongoing debate about the role of AI in creative fields, especially when it comes to the potential for AI to replace or enhance human creativity. His perspective offers a contrast to the optimism of others, like Refn, who see uncertainty as a catalyst for innovation.

Looking for all the announcements at this year's PC Gaming Show? Visit the show's Steam page to wishlist your most anticipated games!