Activision recently captured the gaming world's attention with unexpected advertisements for new projects based on its renowned franchises, including Guitar Hero, Crash Bandicoot, and Call of Duty. However, the buzz wasn't about the announcements themselves, but rather the revelation that these promotional materials were crafted using neural networks.

Image: apple.com

The first ad 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. Fans quickly spotted the odd, unnatural visuals, igniting widespread discussions. Subsequent reports highlighted other mobile titles from the company, such as Crash Bandicoot Brawl and Call of Duty Mobile, also showcasing AI-generated art in their advertisements. Initially, many suspected a hack of Activision's accounts, but it was soon clarified as an unconventional marketing experiment.

Image: apple.com

The gaming community's response was overwhelmingly negative. Players criticized Activision for choosing generative AI over collaborating with professional artists and designers. Many feared that this approach might reduce games to "AI garbage," drawing unfavorable comparisons to Electronic Arts, notorious for its contentious decisions in the gaming sector.

Image: apple.com

The integration of AI in game development and marketing has become a heated issue for Activision. The company has confirmed the active use of neural networks in creating content for Call of Duty: Black Ops 6.

In response to the backlash, some promotional posts were removed. It's still uncertain whether Activision intends to launch these games or if they're merely gauging audience reactions with these provocative materials.