Is Activision Planning to Create New Big Games Using AI?

Activision recently grabbed the gaming community's attention with a surprising move—launching ads for new projects within its renowned franchises such as Guitar Hero, Crash Bandicoot, and Call of Duty. However, the buzz wasn't just about the new game announcements; it was primarily due to the fact that these promotional materials were generated using neural networks.

Image: apple.com

The initial ad appeared 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 pointed out the odd, almost surreal visuals, which ignited a flurry of online discussions. Soon after, similar reports surfaced about other mobile games like Crash Bandicoot Brawl and Call of Duty Mobile, all sporting AI-generated art in their advertisements. Many initially suspected a security breach, but it was later revealed to be an unconventional marketing strategy.

Image: apple.com

The reaction from the gaming community was overwhelmingly negative. Players criticized Activision for choosing AI over human artists and designers, fearing it could degrade the quality of games into what some described as "AI garbage." Comparisons were even drawn to Electronic Arts, another gaming giant often criticized for its business decisions.

Image: apple.com

The use of AI in both development and marketing is becoming a hot-button issue for Activision. The company has confirmed that neural networks are being employed in the creation of content for Call of Duty: Black Ops 6.

In response to the backlash, some of the promotional posts were removed. It remains uncertain whether Activision plans to actually release these games or if they are merely gauging public reaction with these provocative materials.