Spider-Man’s AI Friend in 'Brand New Day' Has the Internet Divided

Spider-Man's new AI companion is stealing the spotlight, but not exactly in a good way.

Ahead of the release of "Spider-Man: Brand New Day," Sony dropped the film’s opening script pages.

It comes as part of a controlled marketing rollout, complete with handwritten notes from Tom Holland, Zendaya, and director Destin Daniel Cretton.

The move gave fans an early look at Peter Parker’s mindset post-isolation, but it also introduced a new character that quickly became the center of controversy: an AI assistant named "E.V."

In the opening scene, Peter casually asks, "Could you check the calibration on my targeting matrix?" and E.V. responds.

It may be a small moment, but one that's causing lots of chatter.

According to Cretton’s notes, E.V. is "sadly, the closest thing Peter has to a friend."

As one may guess, this creative decision didn’t sit well with fans, particularly those averse to the use of AI.

How AI Became the Point of Friction

Reactions online were immediate and emotional.

"And just like that, I’m not excited for this movie anymore,” one user wrote. 

For many, the issue isn’t just the presence of artificial intelligence, but what it replaces.

Spider-Man has always been defined by his internal dialogue, his humor, and his human relationships.

However, handing that role to an AI assistant feels like a creative shortcut in telling his story.

The backlash also touches on a deeper concern for fans.

It's no secret that AI tools are now widely accessible, but seeing a superhero rely on the same systems people use daily strips away some of the character’s uniqueness.

It also raises questions about whether studios are quietly testing audience tolerance for replacing human roles, even in storytelling.

Still, not everyone is writing the film off.

Some fans are holding out hope that the AI angle serves a larger narrative purpose.

"If the movie successfully executes a message about how isolating talking to what amounts to a chatbot is, then I will never stop glazing this movie," one user shared.

The divide ultimately boils down to two clear camps.

One side sees E.V. as a betrayal of what makes Spider-Man relatable.

The idea of Peter replacing human connection with a machine feels off, especially for a character known for his depth and relationships.

The other side is more open, viewing it as a reflection of modern life.

AI companionship is already a real-world trend, and some believe the film could explore its downsides in a meaningful way.

What worries many, though, is the industry implication.

If audiences accept AI characters in place of human ones, it could encourage studios to cut costs by reducing reliance on actors and voice talent.

This friction between storytelling and efficiency is what’s really driving the conversation.

Our Take: Is This a Shortcut or a Setup?

We’ve seen this controversy over AI use play out before.

When Late Night with the Devil used AI-generated imagery for title cards, the backlash was immediate, with viewers calling it a shortcut that undercut the film’s craft.

Levi Strauss & Co. faced similar criticism after announcing plans to test AI-generated models, with many accusing the brand of sidestepping real talent in favor of cost efficiency.

Even Coca-Cola drew heat when its AI-driven holiday campaign was seen as lacking the emotional weight of its usual Christmas ads. 

These examples point to a pattern in which audiences don’t just evaluate the output, but also question the intent behind using AI in the first place.

On one hand, Sony's move was a smart way to spark conversation and make Spider-Man feel current. After all, asking your readily available AI chatbot is the norm these days.

On the other hand, this creative decision risks turning a deeply human hero into something more mechanical.

For brand owners, filmmakers, or anyone considering the use of AI in their material, ask yourself the following question:

Do you chase relevance by mirroring what’s trending, or do you protect what makes your brand distinct?

Not every innovation adds value.

Sometimes it just exposes what people already fear.

While Sony's getting all the heat, other film and brand tie-ins are exempt from critique. 

Recently, Google and "The Devil Wears Prada 2" teamed up to bring the AI Try-On in Search future to the Runway universe, and fans are embracing it.