Is Activision Planning to Create New Big Games Using AI?

Activision recently grabbed the attention of the gaming community with a surprising move: launching advertisements for new projects based on its iconic franchises, including Guitar Hero, Crash Bandicoot, and Call of Duty. However, the buzz wasn't about the announcements themselves but rather the fact that these promotional materials were generated using neural networks.

Image: apple.com

The first advertisement surfaced on one of Activision’s social media platforms, promoting Guitar Hero Mobile and directing users to a pre-order page on the App Store. The unusual, almost surreal images caught everyone's eye, triggering a flurry of discussions across gaming forums. Soon, similar AI-generated promotional content emerged for other titles, such as Crash Bandicoot Brawl and Call of Duty Mobile. Initially, there was speculation that Activision's accounts might have been compromised, but it was soon revealed to be an innovative, albeit controversial, marketing experiment.

Image: apple.com

The gaming community's response was overwhelmingly negative. Many players voiced their disapproval of Activision's decision to use generative AI over traditional artists and designers. There were widespread fears that this could lead to a future filled with "AI garbage," with some even likening the move to Electronic Arts' controversial practices in the industry.

Image: apple.com

The use of AI in both development and marketing has become a hot-button issue for Activision. The company has already confirmed that neural networks are being used to create content for Call of Duty: Black Ops 6, further fueling the debate.

In response to the backlash, some of the controversial promotional posts were taken down. It remains to be seen whether Activision genuinely intends to release these new titles or if this was merely a strategic test to gauge audience reactions with provocative materials.