It seems the Gearbox PR team gave Randy Pitchford access to his social media again. After spending much of 2025 arguing with Borderlands 4 players about performance, saying that video games haven't had their Citizen Kane yet, Pitchford has put up a selfie of himself made entirely with AI.
Besides not looking like him, the image is filled with Gearbox and Borderlands merch that you'd see in any other dev office. As expected, the comments are either clowning on Pitchford or worried that this is setting a precedent for Gearbox to use generative AI in its games. In true Pitchford fashion, he didn't take it lying down.
Randy Pitchford's AI Selfie has some Borderlands fans worried
“I asked my primary AI tool to generate a selfie that indicates how they feel based on how I interact with it and this is what it generated (note: background words were not prompted and have no relation to anything real),” Pitchford's caption said. Maybe he forgot to mention the part where he included “make me look like the most interesting man in the world” in the prompt.
“I'm going to pretend you didn't post an AI image like it was going to be well received and focus on the white board that says 'new IP,'” said one comment. “I'm going to pretend you know how to be cool and like stupid things,” Pitchford replied. When told that normalizing gen AI is “hurting people in your company,” he followed up by saying, “If you think my tweet is 'normalizing generative AI,' you're an idiot.” The CEO of a triple-A studio posting AI selfies is just that, Randy.
Several comments pointed out that this sets a dangerous precedent for future games. But his response to them was “Our policy is that we don't use AI for anything in any professional capacity that any customer would ever see.”
Overall, his response suggests he was playing with it for kicks. “Can't you find any joy in something silly and stupid?” No Randy, when people are laid off, the environment is killed, and creativity is threatened by AI, people won't think it's “dumb and stupid.”
- Released
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September 12, 2025
- ESRB
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Mature 17+ / Blood and Gore, Intense Violence, Sexual Themes, Strong Language, In-Game Purchases, User Interaction
