For the second week in a row, Activision is coming under fire for their use of generative AI, but this time for a much stranger reason.
Over the weekend, followers of Activision’s Instagram page noticed them posting something unusual: anadfor a new Guitar Hero game, titled Guitar Hero Mobile.
But what really drew attention wasn’t what they were advertising –it was the fact that the ad was very obviously created with generative AI.
Guitar Hero Mobile wasn’t the only one that popped up, either – similar ads were spotted for amobile Call of Duty Zombies game, as well as one calledCrash Bandicoot Brawl.
Why Make Ads For Fake Games?
The purpose behind these bizarre fake ads seems to be a simple one: Activision wants to try and gauge player interest in these IPs.
Following the Guitar Hero Mobile ad takes you to amockupof an app store page. Trying to download the fake app redirects users to a page that says, “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!”
The survey consists of five multiple-choice questions, none of which actually provide any space for users to write any real feedback.
Activision Adds Disclosure Some In-Game Content In Call of Duty Is AI Generated
Activision has updated Call of Duty: Black Ops 6’s Steam page to confirm some in-game content has been generated by AI.
Just last week, Activision faced controversy overadmitting to the use of generative AI in Call of Duty: Black Ops 6, something that playerssuspected for some timebut only came to light after Steam mandated that publishers disclose its use in their games. EA has alsocommitted to the use of generative AI in the future.
Given the negative response such blatant use of generative AI tends to receive from the public, Activision’s decision to use it in a context where they’re specifically trying to tease the possibility of new titles – especially for a franchise revival, like with the Guitar Hero one – seems like they’re just dooming these games, should they ever be released.
If they’re trying to gauge player interest, such obviously fake-looking ads don’t seem like the way to go about it, even if they weren’t AI-generated; even if they do end up releasing Guitar Hero Mobile, its legacy will always be stuck with this sketchy-looking fake ad.
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