Activision recently stirred the gaming world by unveiling advertisements for new projects based on its renowned franchises, including Guitar Hero, Crash Bandicoot, and Call of Duty. However, the buzz wasn't about the announcements themselves, but rather the revelation that these promotional materials were crafted using neural networks.
Image: apple.com
The initial advertisement surfaced on one of Activision's social media platforms, spotlighting Guitar Hero Mobile and directing users to a pre-order page on the App Store. The community quickly flagged the peculiar and unnatural visuals, igniting widespread discussion. Subsequent reports highlighted similar AI-generated art in ads for other mobile titles from the company, such as Crash Bandicoot Brawl and Call of Duty Mobile. While many initially suspected a hack, it was later revealed to be a unique marketing experiment.
Image: apple.com
The reaction from the gaming community was predominantly negative. Fans voiced strong disapproval of Activision's decision to utilize generative AI, arguing that it compromised the quality of artwork traditionally produced by professional artists and designers. Concerns were raised about the potential degradation of games into "AI garbage," with some drawing unfavorable comparisons to Electronic Arts, known for its contentious moves in the gaming sector.
image: apple.com
The integration of AI in game development and marketing has sparked heated debates for Activision. The company has confirmed the use of neural networks in content creation for Call of Duty: Black Ops 6, further fueling the controversy.
In response to the backlash, some promotional posts were removed. It remains uncertain whether Activision intends to launch these games or if the ads were merely a provocative test to gauge audience reactions.
