Alcon Entertainment, the producer behind Blade Runner 2049, has filed a lawsuit against Tesla and Warner Bros. Discovery (WBD), alleging unauthorized use of the movie’s imagery. The legal battle centers around Tesla’s use of AI-generated images that resembled scenes from Blade Runner 2049 during its recent “We, Robot” event, where Elon Musk presented the company’s robotaxi concept.

Note: The featured image above is the original one from the film Blade Runner 2049. The image below was shown during Tesla’s “We, Robot” event.

According to the lawsuit (PDF version), Musk referenced the film during his presentation and used AI-manipulated visuals similar to the movie’s iconic Las Vegas scenes, despite Alcon’s refusal to grant usage rights. Alcon is now seeking damages and a court order to prevent further distribution of these images, highlighting concerns about brand association with Musk’s controversial public persona.

The complaint also implicates WBD, suggesting it facilitated the event by providing studio resources without notifying Alcon, which only learned of the involvement on the event day. The outcome of this legal confrontation could significantly influence the use of AI-generated content in marketing, particularly regarding copyright and brand endorsement.

Updated 12:30 pm ET: We have added the image that was shown during Tesla’s “We, Robot” event.