Game maker Activision Blizzard confirmed that some of the visuals inside some of its most popular titles are generated by AI. The disclosure, which is listed on Call of Duty: Black Ops 6’s game page on Steam, follows the online gaming platform’s recent introduction of new AI transparency policies.
It comes at a time when gaming developers and publishers continue to determine AI’s role in design and innovation while grappling with concerns over transparency, quality and job displacement. “Our team uses generative AI tools to help develop some in-game assets,” Activision said in the disclosure section of the game’s page.
Zombie Santa’s scary AI hand
The confirmation also follows months of speculation after fans spotted irregularities in Call of Duty, including a zombie Santa with extra fingers and other distorted elements that seemed off. (AI-generated imagery notoriously struggles with generating appendages).
Fans criticized the discovery and urged the company to be more transparent about its use of AI. Activision faced backlash in the past for selling AI-generated cosmetic bundles for virtual currency — purchased with real money — without disclosing the usage of AI.
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In January 2025, Steam’s parent company, Valve, introduced AI disclosure policies requiring developers to clarify how AI contributes to game development and execution. “It’s taken us some time to figure this out, and we’re sorry that has made it harder for some developers to make decisions around their games,” Valve said on its website.
“But we don’t feel like we serve our players or developer partners by rushing into decisions that have this much complexity. We’ll continue to learn from the games being submitted to Steam, and the legal progress around AI, and will revisit this decision when necessary,” it added.
In 2023, Activision was acquired by Microsoft for $69 billion. A year later, Microsoft cut nearly 2,000 jobs in its gaming division as part of a report effort to pivot more toward AI.
Pros and cons of AI in games
Despite the concerns, some experts believe AI usage in game development could bring about more innovation if properly regulated.
“While I understand some of the concerns over the training of AI models — we can and should do better in their development — one thing I’ve maintained is that AI is a new tool that will help to streamline aspects of game development,” said James Casey, associate professor at George Mason University’s computer game design program. “But like other tools that have been adopted over time, we need to monitor and manage their usage.”
Casey cited the rise of game engines like Unity and Unreal that streamlined the game-creation process and shifted the types of jobs required to develop modern games. “Technologies like AI will do likewise,” he said.
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“In the case of the Activision content, the usage of AI was readily apparent which indicates a lack of creative oversight. Regardless of where or how art is generated, whether it’s an internal artist, an outsourcer or generative AI, there still needs to be accountability for the results,” he added.
Will McKeon-White, an analyst at Forrester, told CNET that Valve’s push for AI transparency could set a broader precedent, potentially by shaping industry standards and influencing consumer expectations.
“Some marketplaces, like Steam/Valve, have taken a firm stance that if you use AI you need to flag that, but this is going to be complicated if other marketplaces don’t follow suit,” he said.
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