Key Highlights:
- Activision faces backlash for using AI-generated artwork in announcements for Guitar Hero Mobile and other potential games.
- Fans criticise the publisher for its reliance on AI instead of human artists.
- AI-generated ads on social media appear to gauge interest in unconfirmed game projects.
Activision has once again come under scrutiny for its use of generative AI, this time in the promotion of Guitar Hero Mobile.
Fans quickly noticed that the game’s announcement, shared via Instagram, featured an AI-generated background rather than custom artwork. This revelation has sparked further criticism, particularly as it follows Activision’s recent admission of using AI-generated assets in its Call of Duty franchise.
AI Artwork Controversy: The Guitar Hero Mobile Reveal
The first official reveal of Guitar Hero Mobile was marred by what many describe as “AI slop.”
The promotional image showcased an unusual background where four nearly identical silhouettes, all holding red guitars, stood in front of amplifier stacks that bore an uncanny resemblance to washing machines.
This generic and artificial look led fans to question why a major publisher would choose AI-generated imagery over hiring human artists.
The backlash was swift, with players taking to social media to express disappointment. Many believe that a beloved franchise like Guitar Hero deserves a proper artistic presentation rather than a hastily generated AI composition. Given the game’s legacy in the rhythm genre, expectations were high for a well-crafted announcement, making Activision’s decision even more baffling.
Activision’s reliance on AI didn’t stop at Guitar Hero Mobile. In a peculiar move, the company began running AI-generated ads on Facebook and Instagram for unconfirmed games, including Call of Duty: Zombie Defender and Crash Bandicoot Brawl.
These advertisements, at first glance, suggested new game releases, only for users to find that the download links led to survey pages rather than real products.
| Game Title | Description |
|---|---|
| Guitar Hero Mobile | A fast-paced rhythm game where players compete in real-time musical battles to top global leaderboards. |
| Call of Duty: Zombie Defender | A top-down tactical mobile defence game where players build fortifications and fend off waves of zombies. |
| Crash Bandicoot Brawl | A survival-based multiplayer game featuring over 30 contestants navigating platforming and puzzle challenges. |
Upon clicking the links, users encountered a message stating:
“Thanks for your interest! This isn’t a real game, but could be some day! We’d love if you could answer this short survey, which could help inform the potential future of this game. Your feedback really matters to us!”
This approach, while innovative in gauging fan interest, has been met with mixed reactions, with some appreciating the transparency and others criticising it as misleading clickbait.
At the end of last year, a streamer performed the perfect permadeath run on Guitar Hero 2 which included all 74 songs on the rhythm game.
The growing use of AI at Activision isn’t limited to marketing. The company has openly stated that it employs generative AI tools to assist in the development of in-game assets for Call of Duty.
While AI-generated content can streamline production processes, the increasing dependence on it raises concerns about job displacement for artists and the decline of creative integrity in game development.
This move aligns with a broader industry trend where publishers experiment with AI in asset creation, marketing, and game design.
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However, the reaction from players indicates that AI-generated content, especially in beloved franchises remains a controversial subject.
This news will obviously split opinion, so get in the comments below and let us know what you think about it all.