Is Activision Planning to Create New Big Games Using AI?

Activision's recent marketing campaign for new mobile games, including Guitar Hero, Crash Bandicoot, and Call of Duty titles, has sparked significant controversy. The ads, featuring AI-generated imagery, drew immediate criticism from the gaming community.

Image: apple.com

The initial advertisement for Guitar Hero Mobile, appearing on Activision's social media, directed users to an App Store pre-order page. The unusual, artificial style of the visuals quickly caught the attention of users, leading to widespread discussion and speculation. Similar AI-generated artwork was subsequently discovered in promotional materials for Crash Bandicoot Brawl and Call of Duty Mobile. While initial reactions suggested a potential hack, Activision later confirmed the use of AI as a deliberate marketing strategy.

Image: apple.com

The backlash was swift and intense. Gamers overwhelmingly condemned Activision's decision, voicing concerns about the displacement of professional artists and designers. The fear of AI-generated content leading to a decline in game quality, even resulting in "AI garbage," was a prevalent theme, with some drawing unfavorable comparisons to Electronic Arts' past practices.

image: apple.com

The use of AI in game development and marketing is clearly a sensitive issue for Activision. The company has already acknowledged the use of neural networks in the creation of content for Call of Duty: Black Ops 6.

In the wake of the negative feedback, some of the promotional posts have been removed. The future of these mobile game releases remains uncertain, leaving open the question of whether this was a genuine announcement or a provocative experiment designed to gauge public reaction.