For months, Call of Duty players have speculated that Activision was incorporating generative AI to create in-game assets, such as calling cards, stickers, and certain skins. This suspicion intensified when a holiday-themed calling card featuring a zombified Santa Claus raised eyebrows, as players noticed that the character had an unnatural number of fingers, a telltale sign of AI-generated imagery.
Now, thanks to a recent policy update from Steam, the speculation has been confirmed. The digital storefront recently introduced new requirements mandating that developers disclose any use of generative AI in their games. This means that studios must explicitly state when AI-assisted tools have been used in development, bringing much-needed transparency to the industry.
Steam’s AI Transparency Policy Exposes Activision
Steam’s new policy requires developers to include a disclosure about generative AI in a dedicated subsection of a game’s store page. This move aligns with recent guidance from the U.S. Copyright Office, which has ruled that AI-generated content does not qualify for copyright protection. As a result, transparency regarding AI involvement in game development is becoming a legal and ethical necessity.
This change has forced Activision to acknowledge its use of AI on the Call of Duty: Black Ops 6 Steam page, where a statement now reads:
"Our team uses generative AI tools to help develop some in-game assets."
For many fans of the long-running FPS franchise, this confirmation has only fueled frustration. Given that Call of Duty is one of the most ambitious and well-funded gaming projects, with thousands of developers working across multiple studios, players are questioning why such a massive operation would need to rely on AI-generated assets rather than traditional artistry. Many have criticized the decision, with some labeling the results as “AI slop.”
Am I blind or did we just catch Call of Duty Activision using AI AGAIN in Black Ops 6?!?! I can see 5 fingers but no thumb, which I am guessing is on the other side of this tablet thing the girl is holding... WTF is going on with Call of Duty? #blackops6 #callofduty pic.twitter.com/VtfmuAs6BY
— The Rick (@TheRickYouTube) February 3, 2025
Activision’s AI Use Goes Beyond Artwork
This isn’t the first time Activision has integrated AI into the Call of Duty series. In 2023, the company revealed that it was implementing AI and machine-learning tools to moderate in-game chat, filtering voice and text communication to combat toxicity. While this use of AI was met with mixed reactions, it did not generate the same level of backlash as the company’s reliance on AI-generated visuals.
The controversy surrounding AI in Call of Duty reflects a broader debate in the gaming industry. While AI tools can streamline development and reduce workload, many gamers may feel that over-reliance on generative AI diminishes the quality and originality of in-game content. With Steam now requiring transparency, it remains to be seen how other major publishers will in fact respond – and whether Activision’s use of AI will expand or face further backlash from its player base.