The Call of Duty social media channels briefly displayed a marketing image for Modern Warfare 4, which was quickly removed after eagle-eyed fans noted what appeared to be a distorted firearm, leading to speculation that the image was generated using AI.
The image, which featured a soldier advancing towards the viewer and was intended to promote the game's presence at Gamescom, was pulled shortly after its appearance. A representative for Call of Duty later stated on social media that the graphic was a placeholder from a marketing style guide and was not representative of in-game assets.
This incident has fueled ongoing fan discussions regarding Activision's adoption of AI tools for game asset creation. Activision has previously acknowledged using generative AI for certain game elements, such as calling cards in Black Ops 7. This practice, which was disclosed on the game's Steam page, has drawn criticism from some players since its implementation in November 2025.
Following earlier backlash, Activision issued a statement affirming their use of various digital tools, including AI, to support their development teams. The company emphasized that their creative process remains guided by studio professionals. Despite this assurance, some fans remain skeptical, questioning the extent of AI involvement and whether the recently removed Modern Warfare 4 image was indeed just a temporary placeholder.
With Modern Warfare 4 slated for release in October, players are anticipating whether any AI-generated content will be apparent in the game's beta, which is scheduled for this weekend.