US Govt Uses AI-Generated Optimus Prime in Deportation Campaign Without Permission
The US Department of Homeland Security published AI-generated images of Optimus Prime to promote deportation programs without authorization from Hasbro, the character's owner. One post contained overtly racist messaging targeting Sikhs and was subsequently removed, while Hasbro issued a public statement disassociating the brand from the campaign.
What happened
The US Department of Homeland Security published AI-generated images of Optimus Prime on social media to promote deportation programs. One post featured a fake movie poster titled 'Transformers: La era de la deportación' showing Optimus Prime wearing DHS and ICE insignias. A second post displayed Optimus Prime facing a Sikh man with messages stating 'Self-deport or you will see' and 'United States for Americans. Get off our roads; you don't know how to drive, Mr. Singh.' The DHS subsequently removed this second post.
Reported impact
Hasbro stated that the posts were created without permission and do not represent the Transformers brand or Hasbro. The company noted that Optimus Prime 'represents humility, leadership, compassion and justice,' values inconsistent with the campaign's messaging.
Index analysis
The second post was widely criticized for being overtly racist, targeting individuals based on ethnicity and religion. The timing was particularly sensitive as it occurred shortly after the death of Peter Cullen, the actor who provided Optimus Prime's voice for decades.
Classification
Sources and evidence
This record was researched and written by the Index, based on the following original reporting.