Activision recently made waves in 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 spotlight quickly shifted from the announcements to the surprising 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, promoting Guitar Hero Mobile and directing users to a pre-order page on the App Store. The community was quick to point out the bizarre and unnatural appearance of the images, triggering a flurry of discussions. Subsequent reports revealed that other mobile titles from the company, such as Crash Bandicoot Brawl and Call of Duty Mobile, were also featuring AI-generated art in their advertisements. At first, many suspected a security breach, but it was eventually clarified that this was an unconventional marketing experiment.
Image: apple.com
The response from the gaming community was largely negative. Gamers voiced their disappointment and frustration with Activision's decision to rely on generative AI rather than collaborating with professional artists and designers. There were fears that such practices could degrade games into what some referred to as "AI garbage." Comparisons were even drawn to Electronic Arts, a company often criticized for its contentious decisions within the gaming sector.
Image: apple.com
The integration of AI in both development and marketing has become a hotly debated issue for Activision. The company has openly acknowledged the use of neural networks in crafting content for Call of Duty: Black Ops 6.
In the wake of widespread criticism, some of the promotional posts were removed. It's still uncertain whether Activision intends to launch these games or if this was merely a strategy to gauge audience reactions with provocative materials.
