Activision recently surprised the gaming world with advertisements for new projects based on beloved franchises like Guitar Hero, Crash Bandicoot, and Call of Duty. However, the buzz wasn't just about the announcements but rather the method behind the promotional materials: they were crafted using neural networks.

Image: apple.com

The first advertisement surfaced on one of Activision’s social media platforms, showcasing Guitar Hero Mobile and directing users to a pre-order page on the App Store. The community quickly spotted the odd, unnatural visuals, igniting a flurry of discussions. It wasn't long before similar AI-generated art appeared in ads for other mobile games from the company, such as Crash Bandicoot Brawl and Call of Duty Mobile. At first, there was speculation about hacked accounts, but it soon became clear that this was a deliberate marketing experiment by Activision.

Image: apple.com

The reaction from the gaming community was overwhelmingly negative. Many criticized Activision for choosing AI over human artists and designers, fearing that this could lead to games being reduced to "AI garbage." Some even compared this move to Electronic Arts' controversial practices in the gaming industry.

Image: apple.com

The use of AI in both development and marketing is sparking heated debates around Activision. The company has acknowledged using neural networks to create content for Call of Duty: Black Ops 6, further fueling the controversy.

In response to the backlash, some of the promotional posts were removed. It's still uncertain whether Activision intends to launch these games or if they're merely gauging audience reactions with these provocative materials.