Activision’s AI-Generated Ads Spark Outrage Over Fake Games
Published On: March 6, 2025
Activision is facing criticism for using AI-generated advertisements to promote non-existent games on social media. Ads for Guitar Hero Mobile, Call of Duty: Zombie Defender, and Crash Bandicoot Brawl recently appeared on platforms like Facebook and Instagram, misleading players into thinking these were upcoming mobile releases. However, clicking the ads led users to a message stating the games were not real, followed by a survey gauging interest in potential future projects.
While companies frequently test market demand before developing new products, Activision’s approach—using AI-generated artwork and descriptions—has raised ethical concerns. The ads portrayed the games as fully developed titles, with descriptions detailing gameplay mechanics and competitive features. This led to accusations that the company was using AI to create artificial hype rather than engaging with players transparently.
This is not the first time Activision has leaned into AI. The company previously confirmed that it uses AI-generated assets in Call of Duty: Black Ops 6, including in-game visuals such as Calling Cards. The controversy surrounding the use of AI in game development has only intensified, particularly after a widely mocked AI-generated image of a six-fingered zombie Santa Claus surfaced.
Players have expressed frustration, arguing that Activision’s tactics blur the line between marketing and deception. Many believe that AI should not be used to mislead consumers, especially when it comes to beloved franchises with dedicated fan bases. Others see this as part of a larger industry shift, where AI is increasingly being used to cut costs at the expense of creative integrity.
A Game Developers Conference (GDC) survey found that 52% of developers now use generative AI in some capacity, highlighting its growing influence. Players have taken notice, especially after spotting unusual details in artwork from various games—such as Samira’s six-fingered emote in League of Legends.
The controversy raises a broader question: Will AI serve as a tool to enhance gaming experiences, or will studios use it to cut corners across various aspects of game development—from marketing to design? Activision’s latest experiment suggests the industry is still navigating this balance, and for many players, the use of AI-generated ads for fake games signals a troubling shift.