AI-Generated ‘Subliminal Messages’ Are Going Viral

Every week, the social media hype-train seems to find new ways to sensationalize generative AI tools. Most recently, a new technique that allows users to produce optical illusions went viral, with some describing the results as AI-generated images with “subliminal” messages. The technique, called ControlNet, essentially lets users have more control over the generated image by specifying additional inputs — in this case, letting you create images or words within other images. Some users characterized this as a form of “hidden message” that could be used to implant suggestions in the form of subtle visual cues, like a McDonald’s “M” logo appearing in the outlines of a movie poster.

ControlNet uses the AI image-generating tool Stable Diffusion, and one of its initial uses was generating fancy QR codes using the code as an input image. That idea was then taken further, with some users developing a workflow that lets them specify any image or text as a black-and-white mask that implants itself into the generated image — kind of like an automated, generative version of the masking tool in Photoshop.