Is Activision Planning to Create New Big Games Using AI?

Activision surprised gamers with advertisements for new projects based on its popular franchises: Guitar Hero, Crash Bandicoot, and Call of Duty. However, the ads weren't praised for their content, but rather for their unusual creation method: neural networks.

Image: apple.com

The first ad, promoting Guitar Hero Mobile and linking to an App Store pre-order page, appeared on Activision's social media. Its strangely unnatural imagery immediately sparked debate. Similar AI-generated art soon surfaced in ads for Crash Bandicoot Brawl and Call of Duty Mobile, initially leading to speculation of a hack. Activision later confirmed this was a deliberate marketing experiment.

Image: apple.com

The gaming community reacted negatively, criticizing Activision for using generative AI instead of professional artists and designers. Concerns were raised about the potential for AI-generated "garbage" games, with some comparisons drawn to Electronic Arts' controversial practices.

image: apple.com

Activision's use of AI in development and marketing is increasingly controversial. 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 be released, or if this was simply a provocative audience test, remains unclear.