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A new sign at a Buc-ee's has customers asking them to "know your pump number." But on Reddit, many had a different question: Who drew the illustration?
A photo shared in the r/Buceestx subreddit shows a poster explaining the chain's new fueling instructions. Customers paying with a credit or debit card are directed to pay at the pump, while those paying with cash are told to bring their pump number inside.
Instead, commenters focused on what many suspected was an image generated with artificial intelligence.
The poster features an unfamiliar-looking version of the company's bucktoothed mascot holding a gas nozzle beside a pump with warped lettering and unusual fuel grades. One small label appears to instruct customers to "STOP. FILL UP. POMP."
"Man….can't wait to use the Pomp," one Reddit commenter joked.
The Austin American-Statesman asked Buc-ee's whether artificial intelligence was used to create the poster or the altered version of its mascot. The company also was asked why it chose AI-generated imagery and whether it has broader guidelines governing AI's use in advertising and in-store materials.
"No comment," Buc-ee's responded.
Buc-ee's isn't the first company to face scrutiny over its use of generative AI in marketing. McDonald's pulled an AI-generated holiday advertisement in 2025 after backlash, joining companies including Coca-Cola and Toys "R" Us.
Critics of AI-generated imagery point to visible mistakes, concerns about replacing artists and whether companies should disclose when images are created by AI. Many also object to how the technology is trained, arguing AI systems rely on massive collections of images and text - including copyrighted works - without creators' permission or compensation.
Hundreds of artists have supported campaigns including "Stealing Isn't Innovation," signed by figures including Scarlett Johansson and Cyndi Lauper, arguing that AI companies are building products using creators' work without authorization.
In a May 2025 report, the U.S. Copyright Office said dozens of lawsuits over AI training were pending and concluded that some uses of copyrighted material to generate competing content could exceed fair use. The debate has prompted companies including Google and Meta to expand disclosures for AI-generated advertising.
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