Recently, Microsoft’s ID@Xbox Twitter account came under criticism for posting an artificial intelligence-generated promotional image promoting indie games on Xbox. The post in question was posted on December 27 and featured a scene of children sledding down a hill emblazoned with a giant green Xbox logo.
When the Xbox sharing was examined closely, it was clearly understood that it was artificial intelligence.
However, upon closer inspection, the image included strange images such as children using sleds with cranks attached to nothing, a man playing a handheld gaming device whose upper lip had been replaced with teeth, and a boy jumping in the snow appearing to have a mustache. This is a clear sign of artificial intelligence.
The ID@Xbox account post was quoted as follows: “A walk through the indie wonderland. What were your favorite indie games of the year?” Reaction from fans and developers was swift and critical. Some users stated that the use of artificial intelligence for the promotional image showed that independent developers were not given importance.
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Key figures in the gaming community expressed their displeasure, emphasizing that Microsoft’s failure to invest in hiring artists for advertising casts doubt on their commitment to supporting independent developers.
Pixel artist TAHK0 commented, “Don’t let Xbox use AI to promote indie developers,” while artist NecroKuma3 said, “Nothing says ‘we don’t care about indie developers’ like using AI.” Following the reactions, Microsoft silently deleted the post without making any statement or responding to criticism.
The incident is part of a growing trend for companies to use AI-generated artwork for promotional purposes. Similar events include AI-generated promotional footage for Amazon’s Fallout TV series, a new Pokémon GO event, and even Ubisoft accounts sharing AI-generated Assassin’s Creed art following staff layoffs.
While there is a ton of content that can be produced with artificial intelligence visuals, using it for advertising without specifying it in any way was the real reaction. If even such large companies prefer artificial intelligence instead of paying an artist for the visual, it seems that human employment will be in danger in the future…