PC game store GOG has drawn criticism for employing generative AI to create promotional artwork for a sale. During a recent Reddit AMA, the company's managing director addressed the backlash but stopped short of committing to abandoning the technology. GOG emphasized testing AI tools to support its preservation mission while promising more careful application.
GOG, the DRM-free digital storefront formerly part of CD Projekt, recently sparked controversy after using generative AI to produce a banner for its 2026 sale. A forum user, believed to be a GOG artist, confirmed the AI's involvement, prompting widespread backlash from the community.
In a Reddit Ask Me Anything session on February 5, 2026, managing director Maciej Gąsłowski responded to questions about the negative reaction. He stated, "We're not planning on making absolute statements in either direction. AI tools are one of many technologies we test and try out, and in some contexts it genuinely helps us push the company (and the mission) forward. What we will change, though, is how and where those tools are used; we understand that using new technology doesn't mean skipping human judgment."
This response failed to appease critics. Follow-up inquiries to GOG yielded no further details. Earlier, in a January 2026 interview, Gąsłowski discussed AI's potential beyond marketing, noting its absence in current operations but highlighting community uses for code analysis to improve game compatibility. He remarked, "We are not using it [gen-AI] as of right now, but we've seen instances where communities have used the AI or neural network to analyse all of the code... AI is pretty good at absorbing the context and then guessing some action points based on that context."
Gąsłowski added, "If this can be used to advance our mission, then we will do it," referring to GOG's core goal of preserving classic and modern games for future playability without DRM restrictions. The company, which recently transitioned to private ownership under Michał Kiciński, prides itself on selectivity and audience responsiveness—evidenced by stocking the indie horror game Horses in 2025 when platforms like Steam and Epic declined. Gąsłowski affirmed, "We as a company are always ready to take a stand on the right values."
This AI episode tests GOG's agility in its new independent era, balancing innovation with community trust.
