GOG has built a fiercely loyal fanbase by championing DRM-free PC games, giving players a way to buy titles they can install and play without always-online checks or restrictive launchers. That reputation is exactly why a recent New Year Sale promotion has sparked so much debate: some longtime supporters believe the store is leaning on generative AI imagery in a way that clashes with the community-first values GOG is known for.
The discussion picked up steam after gamers spotted a promotional banner and began analyzing it closely. Several details quickly raised eyebrows. The most talked-about element is a strange, partially “melting” game console in the lower-right corner that resembles a Super Nintendo-style system, but with warped proportions and odd visual artifacts. Viewers also questioned the scene’s logic, noting that the player in the image doesn’t appear to be facing the television. Others argued he could be looking toward fireworks outside the window, but the overall composition still struck many as inconsistent in the way AI-generated images often can be.
That’s the thing about generative AI art: without careful oversight and revision, it can produce distorted objects, mismatched perspectives, and small errors that stand out once you know what to look for. In this case, the suspicions didn’t stay speculative for long.
A member of the team who creates artwork for the store addressed the controversy in a forum post, saying the current sale banner was “fully AI” and not their work. The artist’s brief comment also carried a deeper frustration, suggesting concern about AI visuals becoming normalized across society and hinting that the group responsible for graphics work on the site has been reduced in size.
For many customers, that context immediately reframed the situation. If creative staffing has been cut and the store is under pressure to keep marketing output high, AI-generated promotional art can look less like an artistic choice and more like a cost-saving move. And that perception matters, especially for a platform that thrives on goodwill and trust.
The debate also connects to ongoing questions about GOG’s business position. The store is often described as sustainable in terms of revenue, but reports point to a major drop in net profits since 2023. Adding to the conversation, CD Projekt previously sold the marketplace back to co-founder Michał Kiciński for $25.2 million, a price that many critics view as modest compared with the massive valuations associated with dominant PC game storefronts.
Still, a large chunk of the backlash isn’t about whether AI can be useful—it’s about whether it should replace human creators, particularly in a community that prides itself on supporting consumer-friendly practices. Some commenters say that using generative AI images (and, in broader discussions, AI-generated code) crosses a line they’re not willing to accept. One player went as far as promising they wouldn’t buy another game from the store as long as it continues using generative AI assets.
Opponents of the AI banner also point to the platform’s highly supported patron-style fundraising for game preservation, arguing that the community has shown it’s willing to back GOG when the mission is clear. That’s why some fans find it difficult to accept the idea that the company must rely on AI art to promote DRM-free games—especially when those promotions are part of what keeps the store visible in a crowded digital marketplace.
For now, the New Year Sale banner has become a flashpoint for a much bigger issue in gaming: whether retailers and publishers can adopt generative AI without undermining the creators and communities that helped them grow in the first place.
