Roman "Jakir" Latypov Activision unexpectedly caught the attention of gamers by launching advertisements for new projects based on its popular franchises, including Guitar Hero, Crash Bandicoot, and Call of Duty. However, the main topic of discussion wasn’t the announcement itself, but the fact that the promotional materials for these games were created using neural networks.
Image: apple.com
The first ad appeared on one of Activision’s social media accounts—it promoted Guitar Hero Mobile and led to a pre-order page on the App Store. Users immediately noticed the strange, unnatural images, sparking a wave of discussions. Soon, reports emerged about other mobile games from the company, such as Crash Bandicoot Brawl and Call of Duty Mobile, which also featured AI-generated art in their ads. Initially, many thought that Activision’s accounts had been hacked, but it later turned out to be part of an unusual marketing experiment.
Image: apple.com
The gaming community’s reaction was overwhelmingly negative. Users criticized Activision for opting to use generative AI instead of working with professional artists and designers. Many expressed concerns that this approach could turn games into "AI garbage," with some even drawing parallels to Electronic Arts, known for its controversial decisions in the gaming industry.
image: apple.com
The use of AI in development and marketing is becoming an increasingly contentious topic for Activision. The company has already confirmed that neural networks are actively being used in creating content for Call of Duty: Black Ops 6.
Following the wave of criticism, some of the promotional posts were deleted. It remains unclear whether Activision actually plans to release these games or is simply testing audience reactions with provocative materials.
Main image: apple.com
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