If there is a sector in which the use of artificial intelligence has not been well received, it is video games. The possible loss of jobs due to the rise of said technology has generated some tension in this industry, tension that even extends to the public. Now the company that has been the target of criticism is Xboxthat turned to generative AI to create a promotional image.
ID@Xbox, the brand’s division in charge of managing the releases of independent titles, shared an image on X (formerly Twitter) to celebrate the best games of the year. What they never thought was that their post would be filled with criticism in the reply section. The reason? The material was generated by artificial intelligence.
It was not difficult to realize that an artificial intelligence intervened. The image in question had a series of black lines whose presence made no sense. On the other hand, the Xbox logo has some errors. Although generative tools have improved significantly over time, they still reveal certain flaws.
Why did a simple image cause so much controversy? Well, because it’s about ID@Xbox. This team was formed precisely to promote the work of hundreds of independent developers. Many of these projects, despite their limited amount of resources, succeed based on passion and a lot of effort. For this reason, the fact that a promotional image has been generated in such a simple way raised controversy.
To the above we must add that artists working in the video game industry—and in other sectors—clearly do not support the adoption of artificial intelligence. If they continue to improve their results, they could lose their jobs. In fact, some artists also expressed their discontent towards the Xbox image.
In the end, at Xbox they decided that the most appropriate thing was to delete the publication. Beyond that action, there was no other statement.
Xbox will not be the last to be criticized
You can be sure that this will not be the last time we see a similar situation. More and more companies are turning to artificial intelligence to speed up their work processes and even save resources. Marketing will not be exempt from this trend, as has already become clear with Xbox.
Just yesterday we told you that square enixone of the largest publishers in the video game industry, will embrace artificial intelligence to accelerate the development of your games. Your employees will be able to rely on various generative tools to shorten times.
Last year, the Microsoft signed an Inworld agreementa company that offers solutions powered by artificial intelligence to generate NPCs (non-playable characters). Ubisoftfor its part, is also turning to AI to generate character dialogue.
Without a doubt, companies will have to establish a limit on the use of artificial intelligence, so that it does not harm the activity of their workers. And the public understands that times are changing and companies must adapt…