Viewers of I'm A Celebrity... Get Me Out Of Here! have erupted in anger, accusing the hit ITV show of using artificial intelligence to create images for a recent, emotionally charged challenge.
The Critter-Filled Challenge
The controversy began on 20 November 2025 during the first luxury item challenge of the series. With pillows and pictures axed from the camp, celebrities now have to earn framed photos of their loved ones through gruelling Bushtucker-style trials.
On day three, campmates Lisa Riley, Jack Osbourne, Shona McGarty, and Eddie Kadi were tasked with a collaborative effort. Shona and Jack were stationed in a dark bunker, their arms trapped in boxes filled with bugs, facing a wall of framed images. They had to describe these pictures to Lisa and Eddie, who were in a separate photography dark room, raking through piles of pictures to find the matches.
Despite the creepy-crawly ordeal, the team succeeded, leading to a heartfelt moment as some campmates received their chosen photos. However, the triumph was quickly overshadowed by viewer suspicion.
Viewer Backlash Over Suspected AI
Shortly after the episode aired, sharp-eyed fans took to social media to point out what they believed were tell-tale signs of AI-generated images. One particular picture, described as a cobweb-filled room with birthday balloons and a cake, was flagged as looking artificially created.
The backlash was swift and fierce, centring on the ethical implications and ITV's substantial budget. On the platform X, one viewer expressed a common sentiment: "Considering the amount of money that goes into trials, you think they would hire artists rather than using this ai slop."
Another critic questioned the show's priorities, writing: "I'm a celeb using ai generated photos can we be so serious you have the budget to hire a photographer or artist."
A Wider Cultural Debate
This incident taps into a larger, ongoing debate about the use of generative AI. While the technology is gaining acceptance—evidenced by a recent 100% AI-generated Coca Cola ad—many push back over fears it threatens jobs, particularly in creative fields like illustration and photography.
The outrage spread beyond X to TikTok, where users voiced their disappointment. One user stated the situation had "sent me over the edge," while another sarcastically questioned if the show "couldn't afford artists with their massive budget?"
As the speculation grows, ITV has so far declined to comment on the allegations, according to a report by Lad Bible. Without an official statement, the question of whether AI was used remains unanswered, but the viewer reaction is unequivocal.
The scandal raises critical questions for the entertainment industry, balancing cost and efficiency against artistic integrity and the support of human creatives.
