Activision surprised gamers with ads for new projects based on its popular franchises: Guitar Hero, Crash Bandicoot, and Call of Duty. The ads, however, weren't the focus; the use of AI-generated imagery sparked intense debate.
Image: apple.com
The first ad, for Guitar Hero Mobile on Activision's social media, linked to an App Store pre-order page. The unsettling, unnatural visuals immediately drew attention and fueled online discussions. Similar AI-generated art soon surfaced in ads for Crash Bandicoot Brawl and Call of Duty Mobile. Initial speculation of a hack was quickly dismissed as an unconventional marketing strategy.
Image: apple.com
The gaming community reacted negatively, criticizing Activision's choice of generative AI over professional artists and designers. Concerns arose about a potential decline in game quality, with some comparing the situation to Electronic Arts' controversial practices.
image: apple.com
Activision's use of AI in development and marketing is increasingly controversial. The company confirmed AI's role in creating content for Call of Duty: Black Ops 6.
Following the backlash, some promotional posts were removed. Whether these games will actually launch or if this was a provocative audience test remains uncertain.
