Industry News
Burton Snowboards, famous for its innovative designs and influence in the world of snowboarding, is continuing to push boundaries, this time by using artificial intelligence (A.I.) to create the graphic for its 2026 Custom snowboard. As companies begin to roll out their snowboards for the upcoming season, Burton’s use of A.I. in one of its most beloved snowboards has made some noise in the snowboarding community.
The Custom has been a staple in the Burton lineup since 1996. It is one of the most widely used snowboards of all time, perfect for those looking to make deep carves, take a few powder turns, or even hit the jump line in the park. This is the first time Burton has used A.I. in creating the Custom, and many are unsure what to make of it.
In an email from Burton to a customer, the company confirmed that they did use A.I. for the Custom’s graphic. “I want to be 100% honest with you, because yes, the C26 Custom Jungle graphic was created using new A.I. tools as a part of an experimental design process,” Burton wrote in the email.
Across social media, reactions and discussions have broken out about the use of A.I. in making boards. The reactions have been mixed, with some approving of this year’s design or pointing out that A.I. was the way of the future. Many others have however been condemming the use of A.I., calling it “uncreative,” “lazy,” “boring,” and “a slap in the face to artists.” Competitor Kynee Snowboards was quick to point out in an Instagram comment: “The average artist cost for us so far has been anything from $0 to $1500. I know times are tough but I’m sure they can afford it…”
Typically, snowboard companies have artists who create snowboard graphics. In recent years, Burton has brought in artists such as Niels Schack, Brendan Monroe, and Nani Chacon to create graphics for their boards. This method of creating graphics is favored by many, as it typically supports a local art scene and allows people to have a hand and add personal touch in making boards. A lot of critics feel that the use of A.I. goes against everything that the snowboarding community stands for.
Despite the negative reaction by many, there are some benefits to using A.I. for artistic purposes. It can help generate ideas and bring them to life and it can speed up the process of creating graphics. A.I. is also a new frontier, and snowboard companies must adapt to the new technology that is changing businesses all over the world.
Burton is a company famous for its innovative stance on snowboarding. Products like its step-in bindings and binding channel system have made Burton the industry leader in snowboarding, and the use of innovative technologies like A.I. is just another example of Burton using new technology available to them. However, many are questioning the decision, and hope Burton will solely look to artists for making the graphics of future boards.
