Activision's recent marketing campaign, featuring AI-generated ads for new titles in its popular franchises – Guitar Hero, Crash Bandicoot, and Call of Duty – has ignited a firestorm of controversy within the gaming community. The unusual promotional materials, showcasing distinctly unnatural imagery, initially led to speculation of hacked accounts. However, Activision confirmed the use of neural networks, revealing an unconventional marketing experiment.

Image: apple.com

The campaign, launched via social media, directed users to App Store pre-order pages for titles like Guitar Hero Mobile. The AI-generated art in these ads, and subsequently revealed in ads for Crash Bandicoot Brawl and Call of Duty Mobile, provoked a largely negative response.

Image: apple.com

Gamers overwhelmingly criticized Activision's decision to utilize generative AI, arguing it devalues the work of professional artists and designers. Concerns were raised about the potential for a decline in game quality, leading to accusations of creating "AI garbage" and drawing unfavorable comparisons to Electronic Arts' controversial practices.

image: apple.com

The use of AI in game development and marketing is becoming a significant point of contention for Activision. The company has already acknowledged the use of neural networks in the production of content for Call of Duty: Black Ops 6.

In the wake of the backlash, some promotional posts have been removed. The future of these announced games remains uncertain, leaving open the question of whether this was a genuine product announcement or simply a provocative gauge of public reaction.