Activision's recent marketing campaign for new mobile titles, including Guitar Hero Mobile, Crash Bandicoot Brawl, and Call of Duty Mobile, sparked controversy due to the use of AI-generated promotional art. The ads, initially appearing on Activision's social media, featured noticeably unnatural imagery, prompting widespread speculation and criticism.
Image: apple.com
While initially suspected to be a hack, Activision confirmed the AI-generated artwork as a deliberate marketing experiment. The pre-order link for Guitar Hero Mobile on the App Store further solidified the authenticity of the campaign.
Image: apple.com
The gaming community largely reacted negatively, condemning Activision's choice to utilize generative AI over professional artists. Concerns were raised about the potential for AI-generated content to lower the quality of games, leading to comparisons with Electronic Arts' often-criticized practices.
image: apple.com
The use of AI in game development and marketing is a growing point of contention for Activision. The company has already acknowledged the use of neural networks in the creation of content for Call of Duty: Black Ops 6.
In the wake of the backlash, some promotional posts were removed. The future of these mobile game projects remains uncertain, leaving open the question of whether this was a genuine announcement or a calculated test of audience response.
