Activision finds itself under scrutiny once more, this time for allegedly utilizing generative AI to promote a game that may not even exist: Guitar Hero Mobile. Just a week after acknowledging the use of AI in “Call of Duty: Black Ops 6” assets, the gaming giant faces fresh criticism from fans who discovered the deceptive move.

In an Instagram ad, supposedly for Guitar Hero Mobile, AI-generated visuals of guitar players and blobby instruments raised eyebrows. These distorted depictions, rife with inconsistencies such as mismatched note colors and surreal audience details, sparked outrage among fans. Critics slammed the ad as “Lazy AI slop” and scorned Activision for not investing in genuine graphic design.

The controversy deepens as multiple generative AI-created ads for unannounced games like a Call of Duty Zombies mobile game and Crash Bandicoot Brawl emerged, further confounding fans. Currently, these ads remain inaccessible via Activision’s official Instagram, except through direct links.

Adding to the intrigue, fans unearthed a page on Geeklab for Guitar Hero Mobile brimming with AI imagery. The page directs users to a survey revealing, “This isn’t a real game, but could be someday!” This suggests Activision’s ad campaign aimed to gauge interest in theoretical games using AI visuals, leaving fans bewildered.

This debacle follows closely on the heels of Activision’s recent admission to deploying generative AI in Call of Duty, stirring backlash for its depiction of a Zombie Santa. Activision, remaining tight-lipped to IGN’s request for comments, appears unfazed by the uproar.

As the dust settles, one pressing question remains: Is Activision’s innovative approach to measure interest in future games striking the right balance, or is it a jarring misstep?

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