Activision recently captured the attention of the gaming community by launching advertisements for new projects based on its popular franchises, including Guitar Hero, Crash Bandicoot, and Call of Duty. However, the discussion quickly shifted from the announcements themselves to the surprising revelation that the promotional materials were created 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. The community immediately noticed the peculiar, unnatural images, which sparked widespread discussions. Subsequent reports revealed that other mobile games from the company, such as Crash Bandicoot Brawl and Call of Duty Mobile, also featured AI-generated art in their promotional materials. Initially, many speculated that Activision's accounts might have been compromised, but it was later confirmed to be part of an unconventional marketing experiment.

Image: apple.com

The reaction from the gaming community was overwhelmingly negative. Players criticized Activision for choosing generative AI over collaborating with professional artists and designers. Concerns were raised that this approach might lead to games being perceived as "AI garbage," with some users drawing unfavorable comparisons to Electronic Arts, a company often criticized for its controversial decisions in the gaming industry.

Image: apple.com

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

In response to the backlash, some of the promotional posts were removed. It remains uncertain whether Activision intends to release these games or if the company was merely testing audience reactions with provocative materials.