Activision surprised gamers by unveiling ads for new projects tied to beloved franchises like Guitar Hero, Crash Bandicoot, and Call of Duty. What sparked debate, however, wasn't the announcements themselves but the revelation that AI generated these promotional assets.

Image: apple.com

The first ad surfaced on Activision's social media, promoting Guitar Hero Mobile with a link to App Store pre-orders. Players quickly noticed the uncanny, artificially generated visuals, triggering widespread discussion. Soon, reports revealed similar AI artwork in ads for other mobile titles like Crash Bandicoot Brawl and Call of Duty Mobile. While some initially suspected a hack, this proved to be an unconventional marketing test.

Image: apple.com

The backlash from gamers was swift and severe. Critics slammed Activision for prioritizing AI tools over hiring professional artists, fearing this signaled a shift toward lower-quality "AI-generated shovelware." Comparisons emerged to Electronic Arts' most controversial industry practices.

image: apple.com

AI implementation continues fueling debates surrounding Activision. The company already confirmed neural networks helped create content for Call of Duty: Black Ops 6.

After the outcry, some promotional posts disappeared. Whether these games will actually release or merely served as provocative audience tests remains uncertain.