Activision surprised gamers with advertisements for new projects based on its popular franchises: Guitar Hero, Crash Bandicoot, and Call of Duty. However, the ads themselves, generated using neural networks, sparked controversy.
Image: apple.com
The initial ad for Guitar Hero Mobile, appearing on Activision's social media, linked to an App Store pre-order page. The unusual, artificial imagery immediately drew attention and sparked online discussions. Similar AI-generated art soon surfaced in ads for Crash Bandicoot Brawl and Call of Duty Mobile, initially leading to speculation of hacked accounts. Activision later confirmed this was a deliberate marketing experiment.
Image: apple.com
The gaming community reacted negatively, criticizing Activision's use of generative AI over professional artists and designers. Concerns arose about a potential decline in game quality, with some comparing the move to Electronic Arts' controversial practices.
image: apple.com
Activision's use of AI in development and marketing is becoming increasingly contentious. The company has confirmed AI's role in creating content for Call of Duty: Black Ops 6.
Following the backlash, some promotional posts were removed. Whether these games will actually launch or if this was a purely experimental audience gauge remains uncertain.
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