Activision's New Big Games: AI Development in Focus

Activision recently grabbed the gaming community's attention with a surprising move: launching advertisements for new projects based on its beloved franchises, including Guitar Hero, Crash Bandicoot, and Call of Duty. However, the buzz wasn't about the announcements themselves, but rather the fact that these promotional materials were crafted using neural networks.

Image: apple.com

The first ad 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 quickly noticed the odd, unnatural visuals, igniting a flurry of discussions. It wasn't long before similar reports surfaced about other mobile games like Crash Bandicoot Brawl and Call of Duty Mobile, which also showcased AI-generated art in their ads. Initially, many suspected that Activision's accounts had been compromised, but it was later revealed to be 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. Many voiced concerns that this approach could degrade games into "AI garbage," with some even likening it to Electronic Arts' controversial decisions in the gaming industry.

Image: apple.com

The use of AI in game development and marketing has become a hot-button issue for Activision. The company has confirmed that neural networks are being actively utilized in creating content for Call of Duty: Black Ops 6.

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