Activision Explores AI for Future Big Game Development

Activision has unexpectedly grabbed the gaming world's attention by launching ads for new projects based on its top franchises like Guitar Hero, Crash Bandicoot, and Call of Duty. However, the real talking point wasn't the announcements themselves, but the revelation that the ads for these games were generated using artificial intelligence.

Image: apple.com

The first advertisement surfaced on one of Activision's social media accounts, promoting Guitar Hero Mobile and linking to an App Store pre-order page. Players were quick to spot the oddly unnatural visuals, igniting widespread discussion. Reports soon followed about other mobile titles from the company, including Crash Bandicoot Brawl and Call of Duty Mobile, which also used AI-generated artwork in their marketing. While many initially suspected a hack, it was later revealed to be part of an unconventional marketing experiment.

Image: apple.com

The gaming community's reaction was overwhelmingly negative. Fans and critics alike slammed Activision for choosing generative AI over collaborating with professional artists and designers. Many voiced fears that this trend could flood games with low-quality "AI-generated clutter," with some drawing unfavorable comparisons to other publishers known for controversial industry decisions.

image: apple.com 

The use of AI in both development and marketing is becoming a hotly debated issue for Activision. The company has already confirmed it is actively using neural networks to create content for the upcoming Call of Duty: Black Ops 6.

Following the intense backlash, some of the promotional posts were removed. It is still unclear whether Activision genuinely intends to release these specific games or is merely testing audience reactions with provocative marketing materials.