Activision's Big AI Game Plans Unveiled

Activision recently grabbed the gaming community's attention with unexpected advertisements for new projects based on its renowned franchises, such as Guitar Hero, Crash Bandicoot, and Call of Duty. However, the buzz wasn't about the announcements themselves, but rather the revelation that the promotional materials for these games 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 quickly pointed out the peculiar, unnatural visuals in the ad, igniting a flurry of discussions. Subsequent reports revealed that other mobile titles from the company, including Crash Bandicoot Brawl and Call of Duty Mobile, also showcased AI-generated artwork in their promotional campaigns. At first, many suspected that Activision's accounts might have been compromised, but it was later clarified as an unconventional marketing experiment.

Image: apple.com

The response from the gaming community was overwhelmingly negative. Players expressed strong disapproval of Activision's choice to employ generative AI over collaborating with professional artists and designers. Concerns were raised about the potential degradation of game quality into "AI garbage." Some even likened this move to the controversial decisions made by Electronic Arts in the gaming industry.

Image: apple.com

The use of AI in both game development and marketing has become a hot-button issue for Activision. The company has confirmed its active use of neural networks in content creation for Call of Duty: Black Ops 6.

In response to the backlash, Activision removed some of the promotional posts. It remains uncertain whether these games will actually be released or if the company is merely gauging public reaction with these provocative materials.