Activision Explores AI for New Major Game Development

Activision recently grabbed the gaming community's attention with a surprising move—launching advertisements for new projects based on beloved franchises like Guitar Hero, Crash Bandicoot, and Call of Duty. However, the buzz wasn't just about the announcements; it was the revelation that these promotional materials were crafted using neural networks that sparked the real conversation.

The first advertisement surfaced on one of Activision's social media channels, showcasing Guitar Hero Mobile and directing fans to a pre-order page on the App Store. The peculiar, almost surreal images in the ad quickly caught the eye of users, triggering widespread discussions. Not long after, reports surfaced about other mobile titles from Activision, such as Crash Bandicoot Brawl and Call of Duty Mobile, also employing AI-generated visuals in their promotional efforts. Initially, there was speculation that Activision's accounts might have been compromised, but it was soon clarified as an innovative, albeit controversial, marketing experiment.

Image: apple.com

Image: apple.com

Image: apple.com

The reaction from the gaming community was overwhelmingly negative. Many players expressed their disappointment with Activision's decision to use generative AI over collaborating with professional artists and designers. The fear is that this approach might degrade games into what some described as "AI garbage." Comparisons were even drawn to Electronic Arts, notorious for their contentious choices within the gaming world.

The use of AI in game development and marketing has become a hotly debated issue for Activision. The company has openly admitted to employing neural networks in content creation for the upcoming Call of Duty: Black Ops 6.

In response to the backlash, some of the promotional posts were removed. It's still uncertain whether Activision intends to follow through with the release of these games or if the AI-generated ads were merely a test to gauge audience reactions to provocative content.