In 2016, Stan Lee told the Hollywood Reporter that “Los Angeles is, to me, the center of the world’s entertainment. It has to have a Comic Con.”
This year’s convention, held Sept. 26–28, delivered on that vision in a way no one exactly put on their wish list—by resurrecting the late Marvel legend as an AI-powered hologram. That’s right: between the swag, panels, and trailer drops, fans were invited to “meet” Lee, who passed away in 2018 at age 95, via a digital stand-in programmed to chat like the real thing.
Defending the move, Bob Sabouni, Head of Stan Lee Legacy Programs for Kartoon Studios and a former Marvel executive, said in a statement:
“We’ll never put words in his mouth that aren’t in line with things he spoke about in his lifetime. Fortunately, with decades of footage capturing his thoughts on so many subjects, we can build a voice that stays true, not always word for word, but always faithful in spirit, context, and intent.”
Translation: trust us, we’re not about to have Zombie Stan Lee plug Avengers: Doomsday… at least not yet.
And for decades, Lee was the king of conventions, co-creating iconic characters like Spider-Man, Iron Man, and Daredevil, while becoming the most recognizable face of comic book culture. Now, nearly seven years after his death, he’s back—sort of.
And Marvel fans? Let’s just say they’re not giving this one a “true believer” stamp of approval.
The hologram was built by Proto Hologram (best known for the creepy promotional The Conjuring mall mirror) and Hyperreal, a firm specializing in avatars so realistic you forget you’re supposed to question them. Legally, Kartoon Studios acquired exclusive rights to Lee’s name and likeness from his own company, POW! Entertainment.
But the deal isn’t exactly squeaky clean: shortly before his death, Lee attempted to sue POW! executives for trying to “fraudulently steal” his identity, even seeking more than $1 billion in damages.
As the suit noted:
“Lee did not even grant an exclusive license to his identity, image, name and likeness to the Walt Disney Company in a multibillion dollar deal, let alone give his name and likeness away for free to a company in China.”
And I thought Thanos was evil.
Because nothing says “tribute” like a price tag, fans had to cough up between $15 and $20 just to enter the 1,500-square-foot “Stan Lee Experience” booth—plus extra for a photo or a three-minute chat with the AI.
Inside, the hologram greeted fans with lines like:
“It’s great to be back at conventions like this, surrounded by fellow Marvel fans and enthusiasts.”
Which is sweet, until you remember… he’s literally not back.
TikTok user @melmadog posted her meet and greet with the AI Lee hologram below:
Imagine explaining to your kids that you met Spider-Man’s creator… but only the beta version.
Another user @such.polina posted their experience:
Of course, this isn’t the first time a celebrity has been digitally puppeteered past the grave. James Earl Jones granted Disney permission to keep his Darth Vader voice alive via AI, which now pops up in Obi-Wan Kenobi and even in Fortnite, where you can squad up with a chatty Sith Lord.
Organizers even teased that Lee’s hologram could “surprise” fans at random panels—less like a tribute, more like a jump scare.
Perfect timing for Halloween.
Social media erupted with reactions ranging from mild amusement to “this is gross,” “incredibly disrespectful,” and “f**king weird.” As one Reddit user bluntly stated: “Even in death, they won’t let the guy rest. It’s all pretty dystopian.”
You can scroll through more reactions here:
And if you think this is just a Comic Con gimmick, think again, girlfriend. AI holograms are increasingly appearing everywhere, from concerts to museums. CNN’s Jim Acosta even interviewed the hologram of Parkland shooting victim Joaquin Oliver to highlight gun violence—proving this technology is already blurring the line between memorial and marketing.
Oh, and the pay for these AI holograms? It’s far from comic book change. Industry analysts estimate that companies specializing in holograms and digital likeness rights are already making millions of dollars a year, with licensing deals, convention booths, and concert revivals expected to push the market into the billions.
For developers, the dead aren’t just remembered—they’re monetized.
So no matter how you feel about seeing the dead “return” in AI form—celebrity meet-and-greet or a dystopian séance—it’s safe to say we’ll be seeing more of them down the line.
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