Activision faces criticisms from gamers for their latest Diablo Immortal marketing strategy, allegedly constructed with AI technology
The use of generative AI in the gaming industry has been a topic of debate, with recent developments highlighting the challenges and controversies surrounding its implementation.
Activision Blizzard King, under the Microsoft umbrella, has been a pioneer in this area, but it has not been without controversy. The company has faced criticism for releasing in-game skins suspected to have been created via generative AI, with the latest example being the marketing materials for Diablo Immortal's crossover event with Hearthstone. The image shared on social media, featuring a male character with anomalies such as a weirdly shaped ear, a hand that fades strangely into the background, and a warped moon charm, has been met with scrutiny by gaming communities. Other anomalies in the image include candles without flames, an unusual melting pattern in the wax, haphazardly placed bread, and a card with the Hearthstone board across its face.
Similarly, Activision has also faced backlash from the Call of Duty community over the use of generative AI in marketing materials. The concerns extend beyond Activision Blizzard King, with Blizzard having previously faced criticism for similar instances.
The use of generative AI raises concerns about copyright infringement, as the legal implications remain unclear. There are no measures in place to protect original artists or ensure companies can keep their own copyrights when generative AI is used. This lack of clarity could potentially lead to disputes and legal battles in the future.
Players are increasingly wary of generative AI use, fearing it may replace human creativity and lead to lower-quality content or cost-cutting that harms game quality or developer jobs. This skepticism can damage public sentiment toward games perceived to rely heavily on AI-generated assets, even if the AI is used as a creative tool rather than a replacement threat. Such unease is compounded by a broader "No GenAI" movement among players and creatives opposing exploitative or deceptive AI usage.
Developers acknowledge these issues. While about a third use generative AI, only a small percentage are mandated to do so, reflecting caution toward potential negative impacts. Industry surveys indicate 30% of developers view generative AI as harmful to the industry, largely due to social media backlash and player mistrust. The best way to manage these concerns appears to be transparency—being upfront and honest about AI use to maintain player trust and avoid accusations of inauthenticity.
Gaming platforms are also responding by filtering or flagging games with AI-generated content, reflecting consumer efforts to avoid what they see as low-quality or exploitative generative AI games. This filter use can affect game visibility and reputation, impacting marketing outcomes.
In summary, the major issues with generative AI in video game marketing revolve around player distrust, fears of diminished creativity, social media backlash, and the risk of long-term consumer rejection if studios do not handle AI use transparently and ethically. Examples from popular franchises like Diablo Immortal, Hearthstone, and Call of Duty illustrate these tensions and the need for careful balanced approaches in marketing and production.
It's important to note that while generative AI technology does not have the capability to create anything truly new, companies like Microsoft and OpenAI continue to push for its takeover. As the gaming industry navigates this evolving landscape, it's crucial for studios to prioritise transparency, ethical use, and maintaining the human touch that sets video games apart as an art form, telling human stories with human emotions based on human experiences.
- Microsoft, with Activision Blizzard King under its wing, is among the companies exploring the use of generative AI in the gaming industry, but their implementation has invited criticism and controversy.
- The xbox platform, like others, is responding to these concerns by filtering or flagging games with AI-generated content, reflecting consumer efforts to avoid games that may be low-quality or exploitative.
- The software giant, Microsoft, along with OpenAI, is at the forefront of pushing generative AI technology, but the industry is still grappling with the ethical implications of its use, especially in terms of transparency, copyright infringement, and the potential impact on human creativity.
- In a world where technology advances swiftly, from Windows operating systems to artificial-intelligence, it's essential for the gaming industry, especially companies like Microsoft, to remember the human element that sets video games apart as an art form, tying together human stories, emotions, and experiences.
