Activision Explores AI for New Major Game Development

Activision recently grabbed the gaming world's attention with an unexpected move—launching advertisements for new projects based on beloved franchises such as Guitar Hero, Crash Bandicoot, and Call of Duty. What caught everyone's eye, however, wasn't the announcements themselves, but the fact that these promotional materials were crafted using neural networks.

Image: apple.com

The first ad to hit the scene was posted on one of Activision’s social media accounts, promoting Guitar Hero Mobile and directing users to a pre-order page on the App Store. The community quickly noticed the odd, almost surreal visuals, which sparked a flurry of discussions. It wasn't long before similar reports surfaced about other mobile titles from the company, including Crash Bandicoot Brawl and Call of Duty Mobile, all featuring AI-generated art in their ads. Initially, many suspected that Activision's accounts had been compromised, but it was soon revealed to be an unconventional marketing experiment.

Image: apple.com

The reaction from the gaming community was overwhelmingly negative. Players voiced their frustration with Activision's decision to use generative AI over hiring professional artists and designers. Many feared that this approach could degrade games into what they termed "AI garbage," drawing unfavorable comparisons to Electronic Arts, a company often criticized for its gaming industry decisions.

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The use of AI in both development and marketing has become a hot-button issue for Activision. The company has openly admitted to using neural networks in the creation of content for Call of Duty: Black Ops 6.

In response to the backlash, some of the promotional posts were taken down. It's still uncertain whether Activision genuinely intends to release these games or if they were merely testing the waters with provocative materials to gauge audience reactions.