The Activision Blizzard game manufacturer has confirmed that some of the visuals within some of its most popular titles are generated by AI. The disclosure, which is listed on the Call of Duty: Black Ops 6 game page, follows the recent introduction by the online gaming platform for new IA transparency policies.
This occurs at a time when game developers and publishers continue to determine the role of AI in design and innovation while arguing concerns about transparency, quality and movement of employment. “Our team uses generative AI tools to help develop certain assets at stake”, Activision said in the disclosure section from the game page.
Zombie Santa’s Scary Ai Hand
Confirmation also follows months of speculation after the fans have spotted irregularities in Call of Duty, including a Santa Claus Zombie with additional fingers and other distorted elements that seemed to be extinct. (The imaging generated by AI has difficulty generating appendages).
Fans criticized the discovery and urged the company to be more transparent about its use of AI. Activision has faced a backlash in the past for having sold cosmetic beams generated by AI for virtual currency – purchased with real money – without disclosing the use of AI.
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In January 2025, the mother company of Steam, Valve, presented IA disclosure policies demanding that the developers clarify how AI contributes to the development and execution of the game. “It took us a while to understand this, and we are sorry who made more difficult for some developers to make decisions around Their games, “said Valve on his website.
“But we do not have the impression of serving our players or our developer partners by rushing into decisions that have this complexity. Decision if necessary,” he added.
In 2023, Activision was acquired by Microsoft for $ 69 billion. A year later, Microsoft reduced nearly 2,000 jobs in its game division as part of a report effort to pivot more towards AI.
Advantages and disadvantages of AI in games
Despite the concerns, some experts believe that using AI in the development of the game could lead to more innovation if it is properly regulated.
“Although I understand some of the concerns concerning the training of AI models – we can and must do better in their development – one thing that I have maintained is that AI is a new tool that will help rationalize aspects of Game development, “said James Casey, an associate professor in the IT game design program at George Mason University. “But like other tools that have been adopted over time, we must monitor and manage their use.”
Casey cited the rise of game engines like Unity and Unreal who rationalized the game creation process and moved the types of work to develop modern games. “Technologies like AI will do the same,” he said.
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“In the case of Activision content, the use of AI was obvious, which indicates a lack of creative surveillance. No matter where or how art is generated, whether it is an internal artist, From an external or generator, there must still be responsible for the results, “he added.
Will McKeon-White, analyst at Forrester, told CNET that Valve’s push for AI transparency could create a wider precedent, potentially by shaping industry standards and by influencing consumer expectations.
“Some markets, such as Steam / Valve, have taken a firm position only if you use AI, you need to report this, but it will be complicated if other markets do not follow,” he said.
