Activision recently sparked widespread interest among gamers by unveiling advertisements for new projects rooted in its iconic franchises, including Guitar Hero, Crash Bandicoot, and Call of Duty. Yet, the buzz wasn't about the announcements themselves, but rather the revelation that the promotional visuals for these games were crafted using neural networks.
Image: apple.com
The initial advertisement surfaced on one of Activision's social media platforms, showcasing Guitar Hero Mobile and directing users to a pre-order page on the App Store. The community quickly pointed out the bizarre, almost surreal imagery, igniting a flurry of online discussions. Subsequent reports confirmed that other mobile titles from the company, such as Crash Bandicoot Brawl and Call of Duty Mobile, also employed AI-generated visuals in their promotional campaigns. At first, many speculated that Activision's accounts might have been compromised, but it was later revealed as an unconventional marketing strategy.
Image: apple.com
The response from the gaming community was largely negative. Players voiced their disapproval of Activision's choice to employ generative AI over professional artists and designers. Concerns were raised about the potential degradation of game quality, with some fearing that games could devolve into "AI garbage." Comparisons were even drawn to Electronic Arts, a company often criticized for its controversial gaming decisions.
Image: apple.com
The use of AI in both development and marketing is emerging as a contentious issue for Activision. The company has already acknowledged the use of neural networks in creating content for Call of Duty: Black Ops 6.
In the wake of widespread criticism, some promotional posts were removed. It remains uncertain whether Activision genuinely intends to launch these games or if this was merely a test to gauge audience reactions using provocative materials.
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