Activision's latest Diablo Immortal marketing strategy sparks player discontent, seemingly developed with AI generative technology
Microsoft, under whose umbrella Activision Blizzard King operates, has made significant investments in generative AI technology. This push for AI integration is evident in the marketing materials of Activision Blizzard King, with some images raising concerns about the signs of generative AI use.
Recently, a social media post by Diablo Immortal announced a crossover event with Hearthstone, featuring an image that showcased anomalies such as a male character with a weirdly shaped ear, a hand fading strangely, and a warped moon charm. Other oddities included candles without flames, unusual wax melting patterns, haphazard bread placement, and a card with a Hearthstone board instead of a playable card front.
This is not the first time Activision Blizzard King has faced criticism for using generative AI. In the past, an in-game skin created by an artist known for using generative AI was met with criticism, leading to its removal from the game.
The use of generative AI in video game marketing materials has a mixed impact on the gaming community. Many players view it as a sign of disrespect to human artists and actors, perceiving it as less authentic and less engaging than traditional creative work. For instance, a fully AI-generated trailer for Ark: Survival Ascended’s Aquatica DLC received strong backlash and was removed from YouTube.
Beyond marketing, the use of generative AI in gaming development raises concerns about copyright infringement. There is ongoing legal uncertainty about copyright protection for generative AI-created content. A UFC game developer encountered copyright issues involving AI-generated material, and the question of whether AI-created works are copyrightable and who holds those rights remains contested.
The potential for generative AI to generate misleading or infringing content increases the risk of legal and ethical challenges. However, developers who are transparent about AI use tend to face less criticism regarding intellectual property and ethical concerns.
In summary, while generative AI offers operational efficiencies in game marketing and development, its use in video game marketing materials often alienates players and introduces complex copyright and ethical risks that industry stakeholders must navigate carefully. As the technology continues to evolve, it is crucial for companies to prioritise transparency, respect for human creators, and careful navigation of copyright issues to maintain the trust and engagement of their audience.
- Microsoft, with Activision Blizzard King under its umbrella, has expanded its reach in technology, not only investing in generative AI technology but also showcasing its implementation in game marketing materials.
- The recent Diablo Immortal social media post, which featured anomalies such as a male character with a weirdly shaped ear and a card with a Hearthstone board instead of a playable card front, sparked concerns about the use of generative AI in marketing.
- Similarly, in the past, an in-game skin created by an artist known for using generative AI faced criticism and was removed, indicating a community resistance towards AI-generated content.
- As technology continues to evolve, companies like Microsoft must prioritize transparency, respect for human creators, and careful navigation of copyright issues to avoid alienating the gaming community and overshadowing the authenticity and engagement of traditional creative work.
