“Might just be the worst sign” — AI-generated image of Hollywood sign on fire sends netizens into a frenzy mode

A viral AI-generated image of the Hollywood sign engulfed in flames sent shockwaves across social media on January 9, 2025, with many users questioning its authenticity. The image emerged amidst ongoing wildfires in Los Angeles, sparking confusion and panic about whether the iconic landmark had been damaged.

The speculation began when an account named @Antunes1 posted about a new fire near the Hollywood sign. Shortly after, an AI-generated image depicting the sign ablaze began circulating widely.

Ali Brooke (@alibrooke4ever) summed up the sentiment of many, tweeting,

"If the Hollywood sign burns down, that might just be the worst sign possible that it’s truly over."

Others, like @islandboikurts_, fueled the controversy by sharing a short video, writing,

"They said the images of the Hollywood sign burning were fake and AI-generated, but what about this 5-sec video bro... 😱 #HollywoodHillsFire #CaliforniaWildfire."

Not everyone was convinced by the viral images. User @kellyfrmcali clarified,

"Hollywood sign is still there. So all those saying it burnt down, ya fulla sh*t! This was taken today. #CaliforniaWildfires #HollywoodSign."

Similarly, @odonnell_r called out the misinformation, stating,

"Stop with the B*llsh*t, people are losing everything. The Hollywood sign on fire is a fake, stop reposting it."

"The numerous images purporting to show the iconic Hollywood sign engulfed in flames are fake, and some appear to be AI-generated," wrote @billdmccarthy, echoing an official statement from the Trust.

Adding to the narrative, @gentrywgevers tweeted,

"Disinformation is out of control. These fake photos of the Hollywood sign on fire were posted hours before the fire reached that side of the hill. There is a live webcam that showed the sign not on fire while the fake photos circulated."

Did the Hollywood Sign burn down?

On Thursday January 9, 2025, the landmark’s Instagram account sought to set the record straight, posting:

“The Hollywood Sign continues to stand tall! Please keep the rest of Los Angeles County in your thoughts, and stay alert if you have to travel around.”

The Hollywood Sign Trust, responsible for maintaining and securing the iconic sign, added,

“Stay tuned with reputable news stations like @abc7la @nbcnews @ktla5news @cbsnews @foxla.”

Despite the alarming images, the Hollywood sign remains intact. A spokesperson for the Trust clarified during a January 9 press briefing in Los Angeles,

"The Hollywood sign was never in danger. These fabricated images are misleading and distract from the real emergencies caused by the wildfires."

The confusion stemmed from the proximity of real wildfires to the Hollywood Hills and the rapid spread of AI-generated images. Live webcam footage, however, showed the sign unaffected. Dr. Emily Reyes, a media ethics researcher, highlighted the risks in an interview with CTV News on January 9:

"AI-generated disinformation during crises can spread faster than the truth, leading to public panic and undermining trust in verified sources."

This surge of misinformation has diverted attention from the devastation caused by wildfires in Los Angeles communities. Authorities continue to stress the need for reliable sources to stay informed as efforts to combat the wildfires persist.

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