Activision recently stirred the gaming community by unveiling advertisements for new projects centered around its renowned franchises, including Guitar Hero, Crash Bandicoot, and Call of Duty. However, the spotlight quickly shifted from the announcements to the revelation that these promotional materials were crafted using neural networks.

Image: apple.com

The initial 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 community was quick to spot the odd, surreal visuals, igniting widespread discussions. It wasn't long before other ads for mobile titles such as Crash Bandicoot Brawl and Call of Duty Mobile, featuring similarly AI-generated art, surfaced. While some initially suspected a security breach, it was eventually clarified as an unconventional marketing experiment.

Image: apple.com

The reaction from the gaming community was predominantly negative. Players voiced strong objections to Activision's choice to employ generative AI over traditional artists and designers. Concerns were raised about the potential degradation of game quality into what many called "AI garbage." Comparisons were even drawn to Electronic Arts, a company often criticized for its gaming decisions.

Image: apple.com

The integration of AI in game development and marketing has become a hot-button issue for Activision. The company has acknowledged the 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 launch these games or if they are merely gauging audience response with these provocative materials.