Activision has finally confirmed what many players have long suspected (and has been pretty obvious at time) – generative AI tools are being used to create some in-game assets for “Call of Duty” titles, including “Black Ops 6” and “Warzone.” This revelation came through an update to the games’ Steam pages, where a new clause explicitly states that development teams use AI to help develop certain game assets. The disclosure follows Steam’s January 2024 policy requiring developers to be transparent about AI usage in their games, ending months of speculation among the gaming community.
On the Black Ops Steam page, for example, it now says:
AI Generated Content Disclosure
The developers describe how their game uses AI Generated Content like this:
Our team uses generative AI tools to help develop some in game assets.
This confirmation comes after reports suggested Activision began approving the use of generative AI tools for concept art and marketing materials in mid-2023. The company appears to have limits on where AI can be applied, particularly for in-game rewards connected to major franchise crossovers like The Terminator, Squid Games, and Teenage Mutant Ninja Turtles. The use of AI in game development raises questions about creative authenticity and the future direction of asset creation in the gaming industry.
While Activision has now been forthright about its use of AI tools, the exact extent of AI implementation remains unclear. The Steam page update only confirms AI usage for “some in-game assets” without specifying which elements are human-created versus AI-generated. This partial disclosure represents a significant moment in the gaming industry as major publishers begin acknowledging their adoption of emerging AI technologies in mainstream game production.
The Role of AI in Call of Duty’s Development Process
Activision’s recent confirmation that generative AI tools were used in developing certain in-game assets for Call of Duty, including Black Ops 6 and Warzone, has sparked both intrigue and concern within the gaming community. The admission, prompted by a new Steam policy requiring developers to disclose AI usage, reveals a growing industry trend that blends human creativity with artificial intelligence.
While Activision hasn’t disclosed the full extent of AI integration, evidence points to its use in creating environmental details, character designs, and background assets—areas where generative AI can streamline production. Notably, the controversy gained traction when players discovered anomalies like a six-fingered zombie Santa in Black Ops 6, raising questions about AI oversight and quality control.
Why Steam’s New Policy Matters
Valve’s updated Steam policy, implemented in January 2024, mandates full transparency from developers using AI tools in any aspect of game development. This change aims to provide players with clarity on the origins of in-game assets and to maintain trust in the creative process. Developers must now explicitly disclose if AI was used in generating artwork, dialogue, or code.
Call Of Duty: Black Ops Cold War
For Activision, this policy acted as the catalyst for its public acknowledgment. Prior to this requirement, many publishers remained vague about AI’s role in their production pipelines. Valve’s decision is seen as a step toward greater accountability in an era where AI’s influence in media creation is rapidly expanding.
Balancing Efficiency with Creative Integrity
The debate surrounding AI in gaming is complex. On one hand, generative AI can significantly reduce production time and costs. It can assist artists by generating environmental textures, background characters, and minor props—freeing up human creatives to focus on more critical design elements. For vast, open-world games like Call of Duty: Warzone, this kind of efficiency is invaluable.
However, critics argue that over-reliance on AI risks diluting artistic integrity. The gaming community has long been vocal about its desire for handcrafted experiences, and concerns have been raised about AI-generated assets leading to repetitive or soulless designs. Moreover, anomalies—like the infamous six-fingered zombie—highlight the potential pitfalls when AI outputs go unchecked.
The Industry’s Growing AI Debate
Activision’s move is just the latest example of a broader trend in the gaming industry. Major studios, including Ubisoft and Electronic Arts, have publicly explored AI tools for asset generation and NPC behavior scripting. AI-driven tools like Unity’s Muse and Unreal Engine’s MetaHuman Creator further underscore the growing reliance on machine learning to accelerate development.
Yet, the shift has also led to growing concerns about job displacement. Artists, writers, and game designers worry that AI could replace roles traditionally filled by human creatives. Labor unions, like the Game Workers Alliance, have called for clear policies ensuring AI remains a supportive tool rather than a replacement for human talent.
What This Means for Gamers
For players, the immediate impact of AI integration is nuanced. On one hand, AI tools can help studios push out updates faster, fix bugs more efficiently, and create larger, more dynamic game worlds. On the other, some players fear that studios might use AI as a cost-cutting measure, prioritizing quantity over quality.
Activision has emphasized that AI serves as a complementary tool, not a replacement for human designers. However, incidents like the six-fingered zombie fuel skepticism. The key to player acceptance likely lies in transparency—studios openly discussing how AI fits into their creative process and where human oversight remains critical.
The Future of AI in Game Development
As AI technology continues to evolve, its role in gaming is poised to expand. Tools capable of generating lifelike animations, dynamic dialogue trees, and complex procedural worlds could redefine how games are made. The challenge will be maintaining the balance between leveraging AI’s efficiency and preserving the artistry that defines gaming.
Activision’s disclosure marks a pivotal moment in this ongoing conversation. While some players remain wary, others are optimistic about AI’s potential to enhance gaming experiences. The industry now faces a crossroads: use AI to push creative boundaries or risk alienating the very communities that have fueled gaming’s rise.
As Call of Duty continues to evolve, its approach to AI integration will be closely watched—not just by players, but by developers and industry leaders navigating this new frontier.
Key Takeaways
Activision has officially confirmed using generative AI tools for creating some assets in Call of Duty games including Black Ops 6 and Warzone.
The disclosure appeared on Steam pages following the platform’s January 2024 policy requiring transparency about AI usage in game development.
The gaming industry is witnessing a shift as major publishers begin openly incorporating AI technologies while still maintaining limits on their application.
Activision’s Integration of Generative AI in Game Asset Development
Activision has publicly acknowledged using AI tools to create specific assets for Call of Duty games. This shift in production methods affects several aspects of game development, from concept art to in-game items.
Exploring the Role of AI in Crafting ‘Call of Duty’ Titles
Activision confirmed that development teams use generative AI tools to help create certain in-game assets for Call of Duty titles, including Black Ops 6 and Warzone. The company added this information to the games’ Steam pages in early 2025.
The AI tools appear to be primarily used for conceptual work and specific in-game items. Reports suggest that Activision first approved these tools for concept art and marketing materials in mid-2023, with implementation expanding by the end of that year.
Special event items and crossover content seem to feature AI-generated elements most prominently. Items tied to franchises like The Terminator, Squid Games, and Teenage Mutant Ninja Turtles have reportedly incorporated AI-generated components.
Steam Policy and Developer Disclosure
In January 2024, Steam implemented a policy requiring game developers to disclose any use of AI in their products. This policy created the need for Activision’s public acknowledgment.
The disclosure appears as a simple statement on the Call of Duty HQ Steam page: “Our team uses generative AI tools to help develop some in-game assets.” This straightforward admission follows months of speculation about AI use in the franchise.
Steam’s transparency requirements reflect growing industry concerns about AI-generated content. Developers must now specify whether they use AI tools for substantial game elements or content creation.
The disclosure helps players understand how their games are made and what technologies contribute to the final product.
Impact on Artwork and Concept Art Creation
The introduction of AI tools affects the traditional art development pipeline at Activision. Concept artists may now work alongside AI systems that generate initial ideas or variations on designs.
AI appears to assist with:
Creating early concept explorations
Developing marketing visuals
Designing in-game cosmetic items
Supporting artwork for special events
This approach potentially speeds up production schedules for a franchise known for yearly releases. However, questions remain about how AI tools complement rather than replace human artists.
The exact proportion of AI-generated versus human-created assets remains unclear. Activision has not specified which specific assets incorporate AI or the extent of generative technology used across their development process.
Consumer and Industry Response to AI-Driven Game Production
The revelation of AI usage in game development has sparked diverse reactions across the gaming ecosystem, with players, developers, and industry organizations weighing in on the ethical and practical implications.
Community Reaction and Ethical Considerations
Gamers have expressed mixed feelings about Activision’s use of AI in the Call of Duty franchise. Many players feel concerned about the lack of transparency, particularly after discovering AI-generated assets in Modern Warfare 3’s December 2023 bundle that wasn’t initially disclosed. This secrecy contradicted internal promises made to employees that AI wouldn’t replace artists.
The backlash intensified when voice actors for Black Ops 6 quit over AI disputes. SAG-AFTRA, the actors’ union, has taken a firm stance by advocating for ethical safeguards and creative integrity in AI implementation. They want clear boundaries on how voice samples might be manipulated or replicated.
Players worry about the quality of AI-generated content, often referring to subpar AI art as “AI slop” in online discussions. Many gamers value human creativity and worry about authenticity being compromised.
Ensuring the Preservation and Integrity of Gaming
Game preservation advocates highlight concerns about AI’s role in live-service games. When games rely heavily on AI-generated assets, questions arise about long-term archiving and historical documentation.
Developers and historians worry that AI-generated content might:
Make games harder to preserve for future generations
Blur attribution of artistic contributions
Create inconsistent visual styles within franchises
Some industry veterans point out that AI tools might homogenize game aesthetics, as multiple studios adopt similar AI generation methods. This could diminish the distinct visual identities that help define memorable gaming experiences.
The issue extends beyond aesthetics to gameplay integrity. Players question whether AI involvement might affect game balance, storytelling depth, and overall quality.
Future of Artistic Jobs Amidst AI Adoption
The gaming industry has seen significant layoffs coinciding with increased AI adoption. In early 2024, multiple game studios cut jobs, particularly affecting 2D artists and concept designers—roles that AI tools like GPT-3.5 can partially automate.
Internal memos from Activision revealed approval of generative AI tools for creating concept art and marketing materials. This shift raises questions about career viability for aspiring game artists and designers.
Industry professionals debate whether AI will:
Serve as a productivity tool that enhances human creativity
Replace certain artistic roles entirely
Create new specialized positions for “AI art directors”
Some developers embrace AI as an assistant for rapid prototyping while maintaining that human creativity remains essential for final production. Others fear competitive pressure will drive companies to replace human artists with cost-cutting AI solutions.
Frequently Asked Questions
Activision’s use of generative AI in Call of Duty has raised several important questions among gamers and industry watchers. The confirmation of AI use has sparked discussions about development practices, asset quality, and community reception.
How has the incorporation of generative AI influenced the development process of ‘Call of Duty’ titles such as ‘Black Ops 6’ and ‘Warzone’?
Generative AI has streamlined certain aspects of asset creation for Call of Duty games. Activision began approving specific AI tools for concept art and marketing materials in mid-2023.
By late 2023, this practice had expanded, as evidenced by the recent disclosure on Steam. The technology likely helps developers iterate faster on visual elements and create preliminary designs.
This approach may have shortened development timelines for games like Black Ops 6 and Warzone, allowing the team to focus more resources on gameplay refinement rather than initial asset creation.
What type of in-game assets are being developed utilizing generative AI tools for the ‘Call of Duty’ series?
According to the Steam page update, Activision uses generative AI to “help develop some in-game assets.” These likely include background textures, environmental elements, and non-critical visual components.
Some reports suggest AI tools have been used for concept art and marketing materials. This might include promotional images, preliminary character designs, and environmental sketches.
The company appears to limit AI use for major crossover content. According to search results, Activision has “reined in” AI use for in-game rewards tied to franchises like The Terminator, Squid Games, and Teenage Mutant Ninja Turtles.
What measures has Activision implemented to ensure the quality of AI-generated assets in their games?
Activision hasn’t publicly detailed their quality control processes for AI-generated assets. However, standard industry practice involves human oversight and refinement of AI outputs.
Game developers typically use AI as a starting point, with artists and designers making necessary adjustments to maintain consistency with the game’s visual style.
The company likely employs quality assurance teams to review AI-generated assets before implementation, ensuring they meet the high standards expected of the Call of Duty franchise.
What is the community’s reaction to the use of AI-created content in ‘Call of Duty’ games?
The community response has been mixed, with some players expressing concern about authenticity and potential job impacts in game development. Many fans have called for transparency.
A key community demand has been for Activision to disclose when AI is used in assets included in paid bundles. This pressure likely contributed to the company’s recent disclosure on Steam.
Some players worry that increased AI use could affect the unique artistic vision that has defined Call of Duty’s visual identity over the years.
How does Steam’s policy on AI disclosure affect players’ perception of ‘Call of Duty’ titles developed with generative AI?
Steam implemented new AI disclosure rules in January 2024, requiring developers to reveal any use of AI in their games. This policy prompted Activision’s formal acknowledgment.
The disclosure gives players more information to make informed purchasing decisions. Some may appreciate the transparency, while others might be concerned about supporting games with AI-generated content.
Steam’s policy has forced many developers, not just Activision, to be more forthcoming about their development practices, potentially setting a new industry standard for transparency.
In what way are the generative AI tools integrated into the game development pipeline for Activision’s ‘Call of Duty’ franchise?
Generative AI tools likely serve as assistive technology in the early stages of asset development. Artists and designers can use AI to generate initial concepts or background elements.
These tools may help create variations of existing assets, allowing for greater visual diversity within games without significantly increasing production time.
The integration appears to be supplementary rather than replacement-focused. Human designers still guide the creative direction and make final decisions on asset implementation in the game.
