Is Activision Planning to Create New Big Games Using AI?

Activision's recent marketing campaign for new mobile titles, including Guitar Hero, Crash Bandicoot, and Call of Duty, generated significant controversy. The source of the uproar? The ads, promoting games like Guitar Hero Mobile, Crash Bandicoot Brawl, and Call of Duty Mobile, featured artwork created using neural networks.

Image: apple.com

The campaign, initially launched on Activision's social media, directed users to App Store pre-order pages. The unusual, almost unsettling, quality of the AI-generated images quickly caught the attention of gamers, leading to widespread speculation, initially focusing on the possibility of a hack. Activision later confirmed the AI art was a deliberate marketing strategy.

Image: apple.com

The gaming community's response was largely negative. Many criticized Activision's decision to utilize AI-generated art instead of commissioning professional artists, fearing a decline in quality and the potential for games to become "AI garbage." Comparisons were even drawn to Electronic Arts, known for its sometimes controversial practices.

image: apple.com

The use of AI in game development and marketing is a growing point of contention, particularly for Activision, who have already confirmed AI's role in creating content for Call of Duty: Black Ops 6.

In the wake of the backlash, some promotional posts were removed. The future of these mobile game releases remains uncertain, leaving many to wonder if this was a genuine marketing push or a provocative experiment to gauge public reaction.