Activision recently grabbed the gaming world's attention with unexpected advertisements for new projects, leveraging its well-known franchises such as Guitar Hero, Crash Bandicoot, and Call of Duty. However, the buzz wasn't just about the announcements themselves; it was primarily about the promotional materials being generated by neural networks.

Image: apple.com

The initial 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 peculiar and somewhat surreal visuals caught the attention of users, igniting a flurry of discussions. Subsequent reports highlighted other mobile titles like Crash Bandicoot Brawl and Call of Duty Mobile, which similarly featured AI-generated imagery in their promotional content. While some speculated that Activision's accounts might have been compromised, it was eventually revealed as an unconventional marketing strategy.

Image: apple.com

The gaming community responded with significant backlash. Many fans voiced their disappointment, criticizing Activision for choosing AI over human artists and designers. There was a widespread fear that this trend could lead to games becoming what some described as "AI garbage." Comparisons were drawn to Electronic Arts, another company known for its contentious moves within the industry.

image: apple.com

The use of AI in both development and marketing is increasingly becoming a hot-button issue for Activision. The company has acknowledged the use of neural networks in crafting content for Call of Duty: Black Ops 6.

In response to the criticism, some of the promotional posts were taken down. It's still uncertain whether Activision intends to launch these games or if the AI-generated ads were merely a provocative experiment to gauge audience reactions.