2023-11-02 21:12:09
Game news Even Ubisoft is starting to use AI on its social networks… The result? Hideous, according to fans
Published on 02/11/2023 at 22:12
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While debates around the use of artificial intelligence rage, Ubisoft has seen fit to use this technology to promote their games on social networks. An act that did not please many fans.
A scary Halloween image
It’s hard to miss the rise of artificial intelligence in recent months. Whether at the level of visual or textual works, the machine seems to be taking more and more precedence over man in a field which should nevertheless be reserved for him. While a lot of people have been able to have fun with ChatGPT, Midjourney and other software using AI, the arrival of this technology has quickly given rise to a lot of debate on the ethics of its use. As a reminder, artificial intelligence, although impressive at times, only groups and synthesizes a lot of already existing data and draws inspiration from this to generate a more or less realistic mixture depending on what is asked of it. In addition to raising the question of intellectual property theft, the use of AI also raises fears for the future of artistic professions which could well be dangerously impacted by such a fast and inexpensive tool. (to the detriment of quality, even if not everyone sees it). It is, among other things, to legislate the use of this technology that Hollywood actors and screenwriters have launched a huge strike movement in recent months.
However, despite all the controversy surrounding the use of AI, some large companies do not hesitate for a single second to use it to promote their products. Lately, this is precisely what Ubisoft Netherlands on their social networks during the Halloween party. Rather than asking their artistic teams to create a suitable illustration, Ubisoft preferred to use AI to generate an image representing an assassin in an alley strewn with pumpkins, and suffice to say that the result is not convincing.
While the image may not shock many people at first glance, it won’t take long for the trick to be revealed. By observing the fingers, the pattern on the hood, the floating pumpkin in the background or even the building on the right (among other examples), we can indeed quickly see that several details make no sense, which almost always betrays the use of artificial intelligence.
“They can’t even afford to hire their own artists”
While Ubisoft recently made headlines for announcing several large waves of layoffs (like many other studios in 2023), the pill has difficulty passing among players concerned about the ethics surrounding the use of AI. Under the Ubisoft Nederland post, which has still not been deleted, we find several users who do not hesitate to express their dissatisfaction:
They can’t even afford to hire their own artists.
Seriously, AI? Delete this insult.
Brutal, Ubi. Could you use your own talents (which are otherwise excellent) to make a promotional illustration? You SHOULD use AI to save money? Ashamed.
At the same time, it should also be noted that Ubisoft Nederland are not the only ones to have used artificial intelligence in recent days. Indeed, the company’s Latin American branch had also posted an AI-generated image on its official account before ultimately deleting it some time later.
Ubisoft literally conducting layoffs this year and last month, and they’re posting AI art. Unbelievable.
What the hell is the game industry doing right now. pic.twitter.com/XVbzqcbw9D
— Reid Southen (@Rahll) October 31, 2023
Ubisoft just made layoffs this year and last month, and they’re posting AI-generated images. Amazing. What is happening to the video game industry these days?
Although there is fortunately no question yet of using artificial intelligence to promote real projects at Ubisoft, seeing such a large company using such technology for their posts on social networks may raise questions a lot of questions about the future of the studio. It remains to be seen whether these two posts will be a mistake that they do not intend to make again, or the start of a new standard to which players will have to get used to.
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