Bell generated quite a bit of controversy at Fan Expo Canada over the weekend.

The carrier had a major presence at the country’s largest pop-culture convention through its regular big esports booth. But what ended up garnering more attention, in some ways, was a nearby “Free Photo Booth” featuring none other than AI imagery. At this booth, you could get your picture taken and then it would be “enhanced” for free using AI tools, turning you into characters like superheroes or anime school kids with a corresponding background.

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