{"id":913938,"date":"2026-04-23T20:47:15","date_gmt":"2026-04-23T20:47:15","guid":{"rendered":"https:\/\/www.europesays.com\/uk\/913938\/"},"modified":"2026-04-23T20:47:15","modified_gmt":"2026-04-23T20:47:15","slug":"leith-festival-hit-with-backlash-about-use-of-ai-marketing","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/uk\/913938\/","title":{"rendered":"Leith Festival hit with backlash about use of AI marketing"},"content":{"rendered":"<p>Darren Smith first came under fire this week, after it\u00a0emerged\u00a0that he had used generative AI tools to help design characters used in promotional posters and social media posts.\u00a0<\/p>\n<p>Complaints flooded in from local artists and residents, who believe that a festival which celebrates local artists and traditions should have made more of an effort to utilise the skills of local artists, and <a href=\"https:\/\/theedinburghreporter.co.uk\/tag\/leith-festival\/\" type=\"post_tag\" id=\"2461\" rel=\"nofollow noopener\" target=\"_blank\">the festival <\/a>was forced to make a statement.\u00a0<\/p>\n<p>Darren,\u00a0an established graphic designer and festival board member,\u00a0however, claims that the use of AI tools has\u00a0streamlined the organising of the festival and eased the burden on the team of volunteers who organise the\u00a0event.\u00a0<\/p>\n<p><a href=\"https:\/\/i0.wp.com\/theedinburghreporter.co.uk\/wp-content\/uploads\/2026\/04\/IMG20230610095945-scaled.jpg?ssl=1\" rel=\"nofollow noopener\" target=\"_blank\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" width=\"696\" height=\"392\" data-attachment-id=\"639042\" data-permalink=\"https:\/\/theedinburghreporter.co.uk\/2026\/04\/leith-festival-hit-with-backlash-about-use-of-ai-marketing\/oplus_2\/\" data-orig-file=\"https:\/\/i0.wp.com\/theedinburghreporter.co.uk\/wp-content\/uploads\/2026\/04\/IMG20230610095945-scaled.jpg?fit=2560%2C1440&amp;ssl=1\" data-orig-size=\"2560,1440\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;1.8&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;OPPO Find X5&quot;,&quot;caption&quot;:&quot;oplus_2&quot;,&quot;created_timestamp&quot;:&quot;1686391185&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;5.59&quot;,&quot;iso&quot;:&quot;108&quot;,&quot;shutter_speed&quot;:&quot;0.00021579628830384&quot;,&quot;title&quot;:&quot;oplus_2&quot;,&quot;orientation&quot;:&quot;1&quot;}\" data-image-title=\"oplus_2\" data-image-description=\"&lt;p&gt;Darren Smith (second from right) is an established graphic designer with his firm Sweet Creative, but has come under fire for his use of AI-generated assets (C) Leith Festival Association&lt;\/p&gt;&#10;\" data-image-caption=\"&lt;p&gt;Darren Smith (second from right) is an established graphic designer with his firm Sweet Creative, but has come under fire for his use of AI-generated assets (C) Leith Festival Association&lt;\/p&gt;&#10;\" data-large-file=\"https:\/\/i0.wp.com\/theedinburghreporter.co.uk\/wp-content\/uploads\/2026\/04\/IMG20230610095945-scaled.jpg?fit=696%2C392&amp;ssl=1\" src=\"https:\/\/www.europesays.com\/uk\/wp-content\/uploads\/2026\/04\/IMG20230610095945.jpg\" alt=\"Darren Smith (second from right) is an established graphic designer with his firm Sweet Creative, but has come under fire for his use of AI-generated assets (C) Leith Festival Association\" class=\"wp-image-639042\"  \/><\/a>Darren Smith (second from right) is an established graphic designer with his firm Sweet Creative, but has come under fire for his use of AI-generated assets (C) Leith Festival Association<\/p>\n<p>Speaking today, he said he used\u00a0AI\u00a0to generate\u00a0different characters, slowly\u00a0refining the\u00a0assets\u00a0through prompts, and then using Adobe Illustrator and Photoshop to standardise the colouring. He would then add text and format the posts.\u00a0<\/p>\n<p>He said that using AI tools to design parts of the branding this way was far\u00a0less labour intensive and expensive\u00a0than sourcing\u00a0the stock images and vectors.\u00a0<\/p>\n<p>He said:\u00a0\u201cPeople think, reading online, that\u00a0I\u2019ve\u00a0just gone\u00a0into ChatGPT and went,\u00a0\u2018create me this image with Eat\u00a0Sleep Leith\u00a0Repeat\u00a0(the festival\u2019s tagline)\u00a0on it\u2019.\u00a0That is not the case, I spent about 20 hours putting all this together.\u00a0<\/p>\n<p>\u201cI\u2019ve\u00a0taken the original AI image,\u00a0I\u2019ve\u00a0went through three processes to get to that single\u00a0colour, and then\u00a0I\u2019ve\u00a0added all the type and the logos on top, using software programs like Illustrator or Photoshop.\u00a0<\/p>\n<p>\u201cThe backlash has been difficult.\u00a0I\u2019ve\u00a0not copied anyone\u2019s work,\u00a0I\u2019ve\u00a0not created something horrible,\u00a0I\u2019ve\u00a0not hurt anybody.\u00a0<\/p>\n<p>\u201cAll I was trying to achieve was to create some funky characters that I could use for this market project.\u201d\u00a0<\/p>\n<p>The festival gave a statement online when pressure began to mount, saying: \u201cWe strongly believe that arts\/design\/creatives can never be replaced, but also feel that with modern technology, there can be room for a little creative technological innovation too.\u201d<\/p>\n<p>Replying to the statement,\u00a0many questioned why they did not\u00a0call for volunteer artists to help design assets\u00a0instead.\u00a0<\/p>\n<p>Speaking today, <a href=\"https:\/\/theedinburghreporter.co.uk\/2019\/12\/spotlight-on-artist-amy-liston\/\" rel=\"nofollow noopener\" target=\"_blank\">Amy Liston<\/a>, an Edinburgh-based artist, described her frustration with the festival\u2019s use of AI:\u00a0<\/p>\n<p>\u201cI think as a local artist it was initially a shock when they started advertising with AI a few months back, but what really shocked me was despite the amount of us who called it out, they ignored everyone until the statement this week when it\u2019s much too late to rectify.\u00a0<\/p>\n<p>\u201cI understand being on a volunteer basis, but I know myself and countless others would rather volunteer our time and\u00a0expertise\u00a0to create something for them that is real,\u00a0authentic\u00a0and not morally skewed.\u00a0<\/p>\n<p>\u201cEspecially as it is hosted in a wonderful green space in the heart of Leith \u2013 it feels contradictory when using gallons of water on\u00a0generative\u00a0AI\u00a0marketing that\u00a0doesn\u2019t\u00a0even look good.\u00a0<\/p>\n<p>\u201cI love our wee Leith community and what this festival sets out to do,\u00a0it\u2019s\u00a0just a shame that even in this week\u2019s statement they\u00a0can\u2019t\u00a0even really acknowledge that they went about it wrong.\u201d\u00a0<\/p>\n<p>She added: \u201cJust hope they\u00a0actually take\u00a0things on board for next year.\u201d\u00a0<\/p>\n<p>Darren said that he would welcome volunteers to create assets for the festival next year. This year, however, he\u00a0says it\u00a0wasn\u2019t\u00a0possible, as the marketing theme had been set at the start of the year.\u00a0<\/p>\n<p>He said: \u201cBefore January, we had\u00a0lots of board meetings, we sat down and we\u00a0came up with\u00a0Eat, Sleep, Leith, Repeat\u00a0\u2013\u00a0we\u2019d\u00a0already done it by the start of the year.\u00a0<\/p>\n<p>\u201cSometimes you\u00a0have to\u00a0act fast, so I generated the first batch of images, and everybody loved it.\u00a0<\/p>\n<p>\u201cI\u2019m\u00a0in charge of the marketing every year, so if\u00a0I\u2019ve\u00a0got the board behind me, then\u00a0I\u2019m\u00a0happy,\u00a0I\u2019m\u00a0feeling confident, and I can crack on and get things done.\u201d\u00a0<\/p>\n<p>He added that the criticism had had a profound\u00a0impact on his mental health:\u00a0<\/p>\n<p>\u201cI think the festival has been going for 119 years this year, and as I say,\u00a0we\u2019re\u00a0all volunteers, we do this for the love of\u00a0the festival.\u00a0<\/p>\n<p>\u201cIt\u2019s\u00a0hard to organise and\u00a0it\u2019s\u00a0getting harder every year \u2013 just like everything in life.\u201d\u00a0<\/p>\n<p>On the backlash, he said:\u00a0\u201cI\u00a0wouldn\u2019t\u00a0say\u00a0it\u2019s\u00a0been derogatory, but it\u00a0hasn\u2019t\u00a0helped things \u2013 my mental health has been affected by because I started doubting myself.\u00a0<\/p>\n<p>\u201cHow can these people be so horrible when they don\u2019t know the actual background of why I did it and who I am.\u201d\u00a0<\/p>\n<p>The Leith Festival was founded in\u00a01907, and\u00a0has\u00a0maintained\u00a0the\u00a0pageant and gala day traditions for almost 120\u00a0year.\u00a0<\/p>\n<p>The Gala will take place on the Leith\u00a0Links on\u00a013 June this year and will feature a range of live\u00a0music,\u00a0entertainment, food stalls, games,\u00a0and\u00a0stalls.\u00a0<\/p>\n<p>The\u00a0Leith\u00a0Community\u00a0Pageant is one of the longest-running\u00a0community events in the\u00a0city and\u00a0invites the people of Leith to join a parade\u00a0which marches from Taylor Gardens, through the heart of Leith to the Shore.\u00a0<\/p>\n<p>The festival concludes with the Leith Festival Community Tattoo, which brings together pipe bands, highland dancing, and performances from a range of\u00a0different\u00a0cultures.\u00a0<\/p>\n<p>The festival depends largely on the support of local businesses and sponsors to keep going.<\/p>\n<p>Like this:<\/p>\n<p>Like Loading&#8230;<\/p>\n<p><a class=\"sd-link-color\"\/><\/p>\n<p>\n\tRelated<\/p>\n","protected":false},"excerpt":{"rendered":"Darren Smith first came under fire this week, after it\u00a0emerged\u00a0that he had used generative AI tools to help&hellip;\n","protected":false},"author":2,"featured_media":913939,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[8816],"tags":[323,2606,748,1102,81561,10841,126908,4884,53758,75435,712,16,15],"class_list":["post-913938","post","type-post","status-publish","format-standard","has-post-thumbnail","category-edinburgh","tag-ai","tag-art","tag-britain","tag-edinburgh","tag-edinburgh-festivals","tag-festivals","tag-graphic-design","tag-great-britain","tag-leith","tag-leith-festival","tag-scotland","tag-uk","tag-united-kingdom"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@uk\/116455987438946675","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/913938","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/comments?post=913938"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/913938\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media\/913939"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media?parent=913938"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/categories?post=913938"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/tags?post=913938"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}