Paramount+ deploys AI for anachronistic Star Trek thumbnail amid tech overhaul
The image, confirmed live on the platform, superimposes William Shatner’s head onto a synthetic body, reflecting owner David Ellison’s stated strategy to transform the business through technology.
Paramount+ has utilised generative artificial intelligence to create a promotional thumbnail for the film Star Trek II: The Wrath of Khan, depicting Captain James T. Kirk in a business suit and tie. The image, which has been confirmed as live on the streaming platform, has drawn criticism from fans and artists for its anachronistic nature within the franchise’s established lore.
The thumbnail appears to have been generated by superimposing William Shatner’s head, sourced from a scene in The Wrath of Khan involving a retinal scan, onto a synthetic body. Artist Ryan Estrada identified the source image and speculated on the generation process, noting that the original frame cuts off at the forehead, resulting in an unnatural appearance of the hair and head. The resulting depiction shows Kirk in attire that has never been worn by the character in The Wrath of Khan or throughout Shatner’s tenure, with the exception of casual wear in a separate series set on 1930s Earth.
The choice of clothing has been noted as particularly jarring given the Star Trek universe is generally portrayed as a post-scarcity society where money does not exist, making business suits anachronistic except for occasional Holodeck simulations. Estrada, a noted commentator on the franchise, highlighted the oddity of placing Starfleet’s most iconic captain in a button-up shirt and tie, questioning the rationale behind the decision.
The deployment of this technology aligns with recent statements from Paramount owner David Ellison, who told CNBC that the company is using technology to transform every single aspect of its business. The move comes amidst broader adjustments to the Star Trek franchise, including the cancellation of Starfleet Academy and a pause in production on Star Trek: Strange New Worlds.
Kotaku has confirmed the thumbnail remains active on the platform, with the image serving as a visible example of the integration of generative AI into Paramount’s marketing operations. The incident has sparked discussion among viewers regarding the long-term impact of such tools on franchise content and reception.
