Marvel Comics Legend Joe Rubinstein on AI in Comics: Why Fans Should Support Real Artists
At Montreal Comiccon 2025, legendary comic book artist Joe Rubinstein discusses how AI is affecting artists, especially in comics, advertising, storyboarding, lettering, and inking. He argues that AI has already hurt working artists by replacing paid creative labor, and he compares AI-generated art to Data’s paintings in Star Trek: The Next Generation: technically impressive, but missing a soul.
Rubinstein says publishers have always looked for ways to reduce production costs, from minimizing inking and lettering expenses to eventually using AI to generate entire comic books. While he doesn’t think the public can easily stop AI’s growth, he encourages fans and consumers to support real artists, buy original artwork when possible, and remember that handmade creative work carries history, tradition, and human value that AI can imitate but not truly replace.
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