Activision recently grabbed the gaming world's attention by unveiling ads for new projects based on their renowned franchises, such as Guitar Hero, Crash Bandicoot, and Call of Duty. However, the spotlight quickly shifted from the announcements to the intriguing fact that these promotional materials were crafted using neural networks.
Image: apple.com
The first 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 odd, almost surreal visuals quickly caught the eye of gamers, sparking widespread discussion. It wasn't long before similar AI-generated art was spotted in ads for other mobile titles, such as Crash Bandicoot Brawl and Call of Duty Mobile. While some initially suspected a security breach, it was later revealed to be an unconventional marketing experiment by Activision.
Image: apple.com
The reaction from the gaming community was predominantly negative. Players voiced their frustration over Activision's choice to employ generative AI, bypassing the talents of professional artists and designers. Concerns were raised that this could lead to games being filled with "AI garbage," with some even likening the move to Electronic Arts' controversial decisions in the industry.
Image: apple.com
The use of AI in both development and marketing has become a hot-button issue for Activision. The company has confirmed that neural networks are being utilized in the creation of content for Call of Duty: Black Ops 6.
In response to the backlash, some of the promotional posts were taken down. It remains uncertain whether Activision intends to launch these games or if they were merely testing the waters with provocative marketing materials.
