GOG has drawn criticism after generative‑AI imagery was used in marketing artwork, and subsequent comments from the store left observers uncertain about whether the technology will be used again. The situation was set out in reporting by Eurogamer, which examined how the images were created and how GOG responded.

According to Eurogamer, GOG acknowledged that generative‑AI had been involved in producing some promotional art. A spokesperson was quoted as saying: "If this can be used to advance our mission, then we will do it," a line that prompted concern among parts of the community and raised questions about transparency and the ethical use of AI in the games sector.

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Critics pointed to two core issues: first, a lack of clear disclosure when AI‑assisted content appears in marketing material; and second, the broader implications for artists, developers and rights‑holders if generative systems are used without robust safeguards. The debate reflects growing unease across the industry about how datasets for generative models are sourced and how attribution is handled.

GOG's response, as reported, was described as equivocal — neither committing to a firm ban nor a detailed policy on future use. That stance intensified calls for clearer rules from both creators and consumers, with some arguing that platforms should adopt explicit labelling and limits to protect original artwork and the livelihoods of human artists.

The episode adds to a wider conversation in gaming about how digital storefronts, publishers and developers engage with AI tools. Regulators and trade bodies have begun scrutinising the technology’s impact on copyright and employment, while many studios are drawing up internal guidance on acceptable use.

Eurogamer’s coverage prompted renewed demands for transparency from digital distributors, with commentators urging platforms to set firm policies that define when and how generative‑AI may be used in promotional assets. The story underlines the pressure on storefronts to balance innovation with responsibility as AI tools become easier to deploy.

The situation remains fluid. Industry watchers will be following any subsequent statements or policy changes from GOG closely, as the sector seeks practical standards for using generative‑AI without undermining creators’ rights.