After months of speculation and growing frustration within the Call of Duty community, Activision has finally confirmed that it uses generative AI to develop certain in-game assets. The admission comes via a newly added disclaimer on the Steam page for Call of Duty: Black Ops 6, stating, “Our team uses generative AI tools to help develop some in-game assets.” This marks the first official acknowledgment from the company after years of allegations that AI-generated content was being used in Call of Duty titles.
The revelation has ignited controversy, with many players criticizing the publisher for its lack of transparency. Fans have long pointed out inconsistencies and unnatural elements in cosmetics, including skins, camos, and calling cards that appeared to lack the polish expected from a AAA title. One of the most infamous cases involved a zombie Santa Claus loading screen featuring a character with six fingers, sparking widespread discussion about AI’s role in CoD’s artistic direction.
Steam Policy Change Forces Activision’s Hand
Activision’s disclosure was likely prompted by Steam’s recent policy shift regarding AI-generated content. In January 2025, Steam implemented a rule requiring developers to disclose AI usage in their game descriptions. This policy, designed to enhance transparency for players, has seemingly forced Activision to publicly acknowledge its reliance on AI-generated assets.
Interestingly, while Black Ops 6’s Steam page now includes the AI disclaimer, the Modern Warfare 3 page remains unchanged. This omission raises questions about whether AI was used in previous titles, despite ongoing fan suspicions.
Fan Reactions: Frustration Over AI-Generated Cosmetics
While the gaming community has not entirely rejected AI’s role in game development, players have expressed concern over its “lazy” implementation. Many argue that AI should be used to enhance gameplay rather than replace human artistry in cosmetics. Given Call of Duty’s massive budget and revenue from microtransactions, fans feel that Activision has no excuse for producing subpar, uninspired AI-generated skins and artwork.
Several players have taken to social media and gaming forums to voice their displeasure. The common sentiment is that AI-generated assets should not be monetized at the same price as handcrafted items. Some have even called for a boycott of in-game purchases until Activision provides clearer details on how AI is being used in development.
AI in Gaming: A Double-Edged Sword
Despite the controversy, AI has proven beneficial in certain aspects of gaming. A recent YouGov survey found that 62% of British gamers believe AI could improve NPC interactions and storytelling in future titles. Additionally, Call of Duty has successfully used AI to detect and ban cheaters, a move that has received widespread support from the community.
However, the key issue lies in execution. Players expect AI to be implemented thoughtfully, not as a shortcut for generating cosmetics in a franchise that already profits heavily from microtransactions. As the debate continues, all eyes are on Activision to see whether it will provide greater transparency or double down on its AI integration.
The Road Ahead for Call of Duty
As AI becomes increasingly prevalent in game development, publishers must navigate the fine line between innovation and cost-cutting. For Activision, the backlash over AI-generated assets underscores the need for clearer communication with its player base. With Call of Duty: Black Ops 6 on the horizon, the company will need to rebuild trust by demonstrating a commitment to quality and transparency.
Whether Activision will make further disclosures or adjust its AI usage in response to community feedback remains to be seen. One thing is certain: the conversation around AI in gaming is far from over, and players will be watching closely.
