Activision recently grabbed the gaming community's attention with a surprising move: launching advertisements for new projects based on its beloved franchises, including Guitar Hero, Crash Bandicoot, and Call of Duty. However, the buzz wasn't about the games themselves but rather the unconventional method used to create the promotional materials—neural networks.
Image: apple.com
The first ad surfaced on one of Activision's social media accounts, promoting Guitar Hero Mobile and directing users to a pre-order page on the App Store. The community quickly noticed the odd, unnatural visuals, igniting a flurry of discussions. It wasn't long before similar reports surfaced about other mobile titles like Crash Bandicoot Brawl and Call of Duty Mobile, all featuring AI-generated art in their ads. Initially, many suspected a hack, but it was soon revealed to be an unconventional marketing experiment.
Image: apple.com
The reaction from the gaming community was overwhelmingly negative. Players criticized Activision for choosing generative AI over collaborating with professional artists and designers. Concerns were raised that this approach might degrade games into "AI garbage," with some drawing unfavorable comparisons to Electronic Arts, known for its contentious decisions in the gaming industry.
Image: apple.com
The use of AI in game development and marketing has become a hot-button issue for Activision. The company has confirmed that neural networks are being actively utilized in creating content for Call of Duty: Black Ops 6.
In response to the backlash, some of the promotional posts were removed. It remains uncertain whether Activision intends to release these games or if they were merely testing the waters with provocative materials.
