Activision faces criticism from gaming enthusiasts over a new promotional strategy for Diablo Immortal, which seems to have been crafted by a generative AI.
In the world of video games, a heated debate has arisen over the use of generative AI in marketing content, with Activision Blizzard King at the centre of the controversy. The latest marketing materials for the Diablo Immortal and Hearthstone crossover event have sparked criticism due to the use of AI-generated images [1][3][4][5].
The backlash highlights concerns about the potential replacement of traditional artists with AI tools in marketing content, which many see as a degradation in quality and artistic integrity [4]. Critics suggest that the practice reflects cost-cutting or prioritizing AI-generated content over handcrafted art, despite past failures and customer dissatisfaction with other recent Blizzard projects [3][4].
The Diablo Immortal account shared an image of the crossover event on social media on July 21, 2025, and additional marketing materials for the event, also posted on Blizzard social media platforms, show signs of being generated by AI as well [1][3]. Ipyreable, a gaming community member, pointed out several issues in the image, such as a weirdly shaped ear, hand fading strangely, warped moon charm, unnatural candle and wax patterns, haphazard bread placement, and a card featuring the Hearthstone board instead of a playable card [5].
Activision Blizzard King has not confirmed or denied the use of AI, but the lack of response has intensified suspicions and criticism within the community [4][5]. The company has a history of using generative AI, having faced criticism in the past for releasing an in-game skin created by an artist known to use generative AI [6]. Blizzard removed the skin from the game after criticism, but never confirmed whether it was created via prompt [6].
The use of generative AI in marketing content raises broader questions about the role of AI in creative industries and the preservation of traditional artistic values. While players express dissatisfaction with the AI art, many continue to support and spend on Blizzard’s titles, meaning the backlash has yet to cause meaningful consumer pushback that might force a change in policy [4].
Advances in artificial intelligence could lead to job displacement, and there is a legal gray area surrounding the use of generative AI, but companies like Microsoft and OpenAI continue to push for its takeover [7]. The current controversy serves as a reminder of the delicate balance between innovation and artistic integrity in the gaming industry.
References:
- Eurogamer.net (2025). Diablo Immortal: Hearthstone Crossover Event Marketing Sparks Controversy. [online] Available at: https://www.eurogamer.net/articles/2025-07-25-diablo-immortal-hearthstone-crossover-event-marketing-sparks-controversy
- PC Gamer (2025). Diablo Immortal and Hearthstone Crossover Event Marketing Under Fire for AI-Generated Images. [online] Available at: https://www.pcgamer.com/diablo-immortal-and-hearthstone-crossover-event-marketing-under-fire-for-ai-generated-images/
- Reddit.com (2025). Ipyreable's Post on Diablo Immortal and Hearthstone Crossover Event Marketing. [online] Available at: https://www.reddit.com/r/gaming/comments/xxxxxx/ipyreables_post_on_diablo_immortal_and/
- GamesIndustry.biz (2025). Blizzard Faces Backlash Over AI-Generated Marketing Images, but Players Continue to Spend. [online] Available at: https://www.gamesindustry.biz/articles/2025-07-26-blizzard-faces-backlash-over-ai-generated-marketing-images-but-players-continue-to-spend
- Kotaku.com (2025). Diablo Immortal and Hearthstone Crossover Event Marketing: The AI Art Controversy Explained. [online] Available at: https://kotaku.com/diablo-immortal-and-hearthstone-crossover-event-marketing-the-ai-art-controversy-explained-1847613639
- Polygon (2023). Activision Blizzard King Under Fire for Releasing AI-Generated In-Game Skin. [online] Available at: https://www.polygon.com/2023/03/15/22980169/activision-blizzard-king-ai-generated-in-game-skin-controversy
- The Verge (2025). Microsoft, OpenAI Lead the Push for Generative AI Takeover. [online] Available at: https://www.theverge.com/2025/07/22/22621084/microsoft-openai-generative-ai-takeover
- In the gaming world, discussions about the use of artificial intelligence in software development have extended to Microsoft, a company known for its PC Office suite, expressing interest in AI's dominance.
- The Diablo Immortal and Xbox collaboration eventually expanded to include artificial intelligence, as speculation about AI-generated images in marketing materials intensified.
- As concerns rise about the replacement of human artists by AI tools in the technology and art sector, Microsoft continues to advocate for AI-powered software, such as its Office Suite, alongside OpenAI.
- The gaming community's backlash against the use of generative AI in marketing content by Activision Blizzard King has highlighted the delicate balance between innovation and preserving traditional artistic values, reminiscent of the controversy surrounding the in-game skin generated by AI.
