Activision reportedly sold an “AI-generated cosmetic” for Call of Duty: Modern Warfare 3 in late 2023.
In a report from Wired on the impact of generative AI on the video game development industry and concern among many within it about the threat to their livelihoods, it is alleged that Activision “made an AI-generated cosmetic available for purchase on the Call of Duty: Modern Warfare 3 store.”
The cosmetic in question is not named in the article, but it is linked to: the Yokai’s Wrath bundle released in December 2023. The store did not disclose any use of generative AI for this bundle.
This bundle was sold for 1,500 COD Points, the premium virtual currency sold for real-world money that generates hundreds of millions of dollars for Activision each year. 1,500 COD Points is approximately valued at $15.
It’s worth pointing out that Wired did not specify which part of this bundle was AI-generated, or indeed whether all of it was. The bundle contained a number of virtual items, including an Operator skin, a weapon blueprint, a calling card, a weapon sticker, and a loading screen, all below.
IGN has asked Activision for comment.
Wired pointed out that Microsoft, which owns Activision Blizzard after its $69 billion acquisition of the company last year, cut 1,900 staff from its gaming business just months after Activision sold this skin. The report alleged that 2D artists’ jobs are being replaced by AI at the company.
“A lot of 2D artists were laid off,” one anonymous Activision artist told the site. “Remaining concept artists were then forced to use AI to aid in their work.” Activision employees were allegedly “made” to sign up for AI training, with its use promoted throughout the business.
Generative AI is one of the hottest topics within the video game and entertainment industries, which have both suffered massive layoffs in recent years. Earlier this month, Nintendo president Shuntaro Furukawa was asked about the company’s initiatives involving AI. In response, Furukawa said generative AI can be used “in creative ways,” but said its use “also raise issues with intellectual property rights.”
Generative AI thus far has drawn criticism from players and creators due to a mix of ethical issues, rights issues, and AI’s struggles to produce content audiences actually enjoy. For instance, Keywords Studios attempted to create an experimental game internally using entirely AI. The game failed, with Keywords citing to investors that AI was “unable to replace talent.”
Video game console makers Microsoft and Sony are all-in on AI. Microsoft, for example, is reportedly making an Xbox AI chatbot to automate support tasks such as game refunds, deal with broken consoles and subscription issues, and answer questions about error codes.
Meanwhile, head of PlayStation Productions and head of product at PlayStation Studios Asad Qizilbash weighed in on AI to say its use in video games is important to Gen Z and Gen Alpha gamers who seek “personalization across everything.”
“For instance, non-player characters in games could interact with players based on their actions, making it feel more personal,” Qizilbash said. “This is important for the younger Gen Z and Gen Alpha audiences, who are the first generations that grew up digitally and are looking for personalization across everything, as well as looking for experiences to have more meaning.”
Earlier this year, EA boss Andrew Wilson told the investment community that “more than 50% of our development processes will be positively impacted by the advances in generative AI.” Wilson, who oversees EA Sports FC, The Sims, and BioWare games, added that AI will make game development “more efficient”, revealing that the EA Sports FC developers can now make stadiums in six weeks rather than six months.
The Witcher voice actor Doug Cockle has also expressed caution and frustration at the growing presence of AI within the video game industry, calling it “inevitable” but “dangerous.”
Wesley is the UK News Editor for IGN. Find him on Twitter at @wyp100. You can reach Wesley at wesley_yinpoole@ign.com or confidentially at wyp100@proton.me.