Activision recently grabbed the gaming community's attention by announcing new projects for popular franchises like Guitar Hero, Crash Bandicoot, and Call of Duty. However, what caught everyone's eye was not the announcement itself, but the fact that the promotional materials for these games were generated using neural networks.

Image: apple.com

The first advertisement 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. Fans quickly noticed the bizarre, unnatural visuals, which sparked widespread discussion. Subsequent reports highlighted similar AI-generated art in promotional materials for other Activision mobile games, including Crash Bandicoot Brawl and Call of Duty Mobile. Initially, there was speculation that Activision's accounts might have been compromised, but it soon became clear that this was an intentional marketing experiment.

Image: apple.com

The reaction from the gaming community was overwhelmingly negative. Players and fans alike voiced their disapproval of Activision's choice to utilize generative AI over hiring professional artists and designers. Concerns were raised that this could lead to games being filled with "AI garbage." Some even drew comparisons to Electronic Arts, known for its contentious decisions within the gaming industry.

Image: apple.com

The use of AI in game development and marketing has become a heated topic for Activision. The company has confirmed that neural networks are being used extensively in creating content for Call of Duty: Black Ops 6.

In response to the backlash, some of the controversial promotional posts were removed. It remains uncertain whether Activision genuinely intends to release these games or if they were merely testing the waters with provocative marketing materials.