May 26, 9:05am PDT: Epic Games has provided clarification to PCGamesN regarding the recent collaboration with Porsche. The artwork in question was supplied by Porsche and was not utilized in either Fortnite or the car configurator; rather, it was exclusively created to illustrate the concept of the configurator.
Collaboration with a Twist
In a curious turn of events, Porsche has found itself at the center of a discussion surrounding the use of generative AI art. The luxury car manufacturer recently partnered with Epic Games to introduce a Fortnite-themed backdrop for its car configurator, which operates on the Unreal Engine. This collaboration is an exciting venture, adding a playful element to the car customization experience, and it certainly isn’t Porsche’s first foray into gaming partnerships.
However, a notable issue has emerged: the concept art appears to be AI-generated. The Unreal Engine X account offered a glimpse into the development process, showcasing how the integration of a battle royale game into a prestigious automotive brand’s platform can be visually striking. Yet, amidst the aesthetic appeal, a significant concern looms.
The vibrant lighting effects of Lumen and the rendering capabilities of Nanite have been overshadowed by the questionable quality of the concept art presented by the Porsche team. The Porsche logo, a symbol of excellence, seems to have suffered in this artistic endeavor, with its representation appearing inconsistent and its iconic emblem looking somewhat distorted.
Adding to the intrigue, the concept image features the logo of Riot Games, the creators of League of Legends. A hot air balloon in the artwork prominently displays the studio’s emblem, hinting at a possible remnant from Porsche’s recent collaboration with Wild Rift, which included skins inspired by the sporty 911 GT3 and an in-game event. This raises eyebrows, as it’s generally unwise to mix branding in such a manner—akin to featuring Coca-Cola in a Pepsi advertisement.
According to the accompanying post, “We rely on an established workflow for creating and implementing backgrounds in Unreal Engine. After we aligned on the overall concept, within a few weeks, we could finish and implement the new background.” Fortunately, the final product on the website appears to be more polished and human-centric, suggesting that AI was primarily involved in the conceptual phase.
Porsche has significantly broadened its digital presence in recent years, particularly within the gaming sphere. In addition to the Wild Rift collaboration, the brand has introduced the Cayenne Turbo GT to Resident Evil Requiem and the 918 Spyder to Neverness to Everness this year. Looking ahead to 2024, Blizzard is set to unveil Porsche-themed skins in Overwatch, culminating in a D.Va-liveried Macan making an appearance at Gamescom 2024. Reflecting on the nostalgia of 2000’s Need for Speed: Porsche Unleashed, it’s somewhat disheartening to see a major player in the automotive industry embracing generative AI in this context.
