It looks like Gearbox PR has given Randy Pitchford access to social media again. After spending most of 2025 arguing with Borderlands 4 players about performance and telling them the video game doesn't have Citizen Kane yet, Pitchford posted a selfie created entirely using AI.
Besides looking nothing like it, the image is full of Gearbox and Borderlands merchandise you'd see in other developer offices. As expected, comments are either mocking Pitchford or concerned that this will set 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 Borderlands fans worried.
Pitchford's caption read, “I asked a basic AI tool to generate selfies that represent how they feel based on how I interact with them and this is what they generated (note: the background words were not prompted and have nothing to do with anything real).” Perhaps he forgot to mention the “make me look like the most interesting man in the world” part of the prompt.
One comment said, “I'll pretend I didn't upload an AI image that I think will get a good response and focus on the whiteboard that says 'New IP'.” Pitchford responded, “I'm just going to pretend that you know how to be cool and enjoy doing silly things.” When told that normalizing gen-AI “harms the people who work in your business,” he said, “If you think my tweet is “normalizing gen-AI,” you’re an idiot.” Randy is the CEO of Triple A Studio, which uploads AI selfies.
Some comments pointed out that this sets a dangerous precedent for future games. But his boilerplate response to this was, “Our policy is not to use AI in any professional capacity that is visible to any client.”
Overall, his answer suggests that he's playing with it for fun. “Can’t you find joy in stupid, foolish things?” Not Randy. When people are laid off, the environment is destroyed, and creativity is threatened through AI, people won't think it's “dumb and stupid.”
- released
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September 12, 2025
- ESRB
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Ages 17+ / Blood and gore, intense violence, sexual themes, strong language, in-game purchases, user interaction
