Activision's Big AI Game Plans Revealed

Activision recently made headlines by announcing new projects within its iconic franchises like Guitar Hero, Crash Bandicoot, and Call of Duty. However, the spotlight quickly shifted from the announcements to the method of promotion—neural networks were used to create the ads, sparking widespread discussion and criticism.

Image: apple.com

The controversy began with an advertisement for Guitar Hero Mobile, posted on one of Activision’s social media accounts, which directed users to a pre-order page on the App Store. The peculiar and seemingly unnatural visuals in the ad caught the attention of gamers, leading to a flurry of discussions. Soon after, similar AI-generated promotional materials surfaced for other mobile titles such as Crash Bandicoot Brawl and Call of Duty Mobile. Initially, many speculated that the company's accounts might have been compromised, but it was soon clarified that this was an intentional marketing strategy.

Image: apple.com

The gaming community's response was predominantly negative. Players expressed strong disapproval of Activision's decision to employ generative AI over human artists and designers. Concerns were raised about the potential degradation of game quality, with some users labeling the approach as creating "AI garbage." Comparisons were also made to Electronic Arts, known for its contentious practices within the gaming industry.

Image: apple.com

The use of AI in game development and marketing has become a heated topic for Activision, especially as the company has confirmed the active use of neural networks in content creation for Call of Duty: Black Ops 6. In response to the backlash, some of the controversial promotional posts were removed. It remains uncertain whether these games will see a release or if the AI-generated ads were merely a provocative test of audience reactions.