Activision Blizzard has once again drawn the ire of its player base by using an image created with generative AI to promote a new Diablo Immortal and Hearthstone crossover event. Fans were quick to spot the telltale signs of AI-generated art, sparking a fresh wave of criticism against the company’s continued use of the technology.

The “AI Slop” That Sparked the Backlash

The promotional image, shared on social media, was meant to build excitement for the limited-time event. Instead, eagle-eyed players, particularly on Reddit, began dissecting the artwork and highlighting its flaws. The post, which quickly went viral, pointed out numerous giveaways of AI creation, including:

  • Distorted Anatomy: A character on the left side of the image had a strangely shaped ear and a hand that seemed to melt into the background.
  • Warped Objects: A moon charm on another character was bizarrely warped, and a card on the table featured the entire Hearthstone game board instead of a playable card face.
  • Unusual Details: Candles were shown “lit” without flames, and a piece of bread was placed haphazardly without a plate.

This isn’t the first time the company has faced this type of backlash. Activision has previously been criticized for using AI-generated art in Call of Duty marketing and even for an in-game skin that was eventually removed.

A Growing Problem for Developers

The controversy highlights a deeper issue within the gaming industry, especially for major publishers like Activision Blizzard, which is now part of Microsoft. As Microsoft doubles down on its investment in generative AI, it appears to be pushing its studios to adopt the technology more aggressively. This has led to job postings for artists who are willing to incorporate AI into their work and a concerning pattern of using “AI slop” in official, consumer-facing materials.

While some companies see AI as a way to cut costs and streamline production, the practice comes with significant risks. The use of generative AI often leads to low-quality, bizarre imagery that can alienate a dedicated player base that values human-made art. Furthermore, the technology operates in a legal gray area, with ongoing concerns about copyright infringement since AI models are trained on existing human art without compensation or credit to the original artists. This raises questions about whether a company can even claim copyright for its own work if it was created using AI.

For many gamers, video games are a form of art that tells human stories and is built on human creativity. The increasing reliance on generative AI for marketing and in-game assets is seen as a move that devalues the work of artists and threatens the very essence of what makes gaming a beloved medium. As long as these issues persist, it seems likely that companies like Activision will continue to face criticism from their most passionate fans.