Activision Explores AI for Major New Game Development

Activision recently surprised the gaming community by unveiling advertisements for new projects tied to their iconic franchises like Guitar Hero, Crash Bandicoot, and Call of Duty. However, the buzz wasn't centered around the games themselves but rather the use of neural networks to create the promotional materials.

Image: apple.com

The first advertisement surfaced on Activision's social media, spotlighting Guitar Hero Mobile and directing users to a pre-order page on the App Store. Fans were quick to spot the odd, artificial visuals, which ignited widespread discussions. Subsequent reports revealed that other mobile titles like Crash Bandicoot Brawl and Call of Duty Mobile were also using AI-generated imagery in their ads. Initially, many suspected a security breach, but it was soon clarified as a unique marketing experiment by Activision.

Image: apple.com

The response from the gaming community was predominantly negative. Players voiced strong disapproval of Activision's choice to employ generative AI over professional artists and designers. Concerns were raised that such methods might reduce games to "AI garbage," with some even comparing it to Electronic Arts' controversial moves in the industry.

Image: apple.com

The utilization of AI in both game development and marketing has sparked heated debates for Activision. The company has openly admitted to using neural networks in content creation for 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 launch these games or if they were merely gauging public reaction with these provocative materials.