Activision Tests AI for Next Blockbuster Game

Activision unexpectedly grabbed gamers' attention by releasing ads for new projects tied to its beloved franchises such as Guitar Hero, Crash Bandicoot, and Call of Duty. Yet, the biggest talking point wasn't the announcement itself—it was the fact that these games’ promotional artwork was generated using artificial intelligence.

Image: apple.com

The first ad surfaced on one of Activision's social media channels—it promoted Guitar Hero Mobile and directed users to a pre-order page on the App Store. Players quickly spotted the strange, uncanny visuals, sparking widespread debate. Soon, reports mentioned other mobile games from the publisher, like Crash Bandicoot Brawl and Call of Duty Mobile, which also used AI-generated visuals in their promotional campaigns. Initially, many suspected Activision's accounts had been compromised, but it was later revealed to be part of an unusual marketing experiment.

Image: apple.com

The gaming community’s response was overwhelmingly negative. Fans slammed Activision for turning to generative AI instead of collaborating with professional artists and designers. Many worried this strategy could turn games into “AI-generated junk,” with some drawing comparisons to Electronic Arts, a company known for controversial decisions within the industry.

Image: apple.com

The role of AI in development and marketing is becoming an increasingly contentious issue for Activision. The company has already confirmed that neural networks are actively used to create content for Call of Duty: Black Ops 6.

Following the backlash, the company removed some of the promotional posts. It’s still unclear whether Activision genuinely plans to launch these titles or is simply gauging audience reactions with provocative marketing.