Xbox uses AI to create ad image, sparks criticism

If there is one sector where the use of artificial intelligence has not received approval, it is video games. The possible loss of jobs due to the development of said technologies has created some tension in the industry, tension that even extends to the public. Now the company that has become the target of criticism XboxWhat turned to generative artificial intelligence to create an advertising image.

ID@Xbox, the brand’s indie games division, shared the 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 replies section. Cause? The material was created by artificial intelligence.

It was not difficult to realize that artificial intelligence had intervened. The image in question had a series of black lines that had no meaning to be there. On the other hand, the Xbox logo contains some errors. Although generative tools have improved significantly over time, they still have certain shortcomings.

Why did a simple image cause so much controversy? Well, because we’re talking about ID@Xbox. This team was formed specifically to promote the work of hundreds of independent developers. Many of these projects, despite limited resources, achieve success through passion and great effort. For this reason, the fact that the advertising image was created in such a simple way has caused controversy.

To the above, we must add that artists working in the video game industry – and in other sectors – clearly do not support the implementation of artificial intelligence. If they continue to improve their performance, they may lose their job. In fact, some artists have also expressed their dissatisfaction with the Xbox’s depiction.

In the end, Xbox decided that the best thing to do would be to delete the post. Apart from this action, there were no other statements.

Xbox won’t be the last to be criticized

You can be sure that this is not the last time we see a situation like this. More and more companies are turning to artificial intelligence to speed up their work processes and even save resources. Marketing will not remain aloof from this trend, as has already become clear with the example of Xbox.

Just yesterday we told you that Square Enixone of the largest publishers in the video game industry will use artificial intelligence to speed up the development of your games. Your employees will be able to use various generative tools to reduce time.

Last year Microsoft Signs Inworld Agreementa company that offers artificial intelligence solutions for creating NPCs (non-player characters). Ubisoftfor its part, it also turns to artificial intelligence to create character dialogue.

Without a doubt, companies will have to place limits on the use of artificial intelligence so that it does not harm the activities of their workers. And the public understands that times are changing and companies must adapt…