In a recent turn of events surrounding the launch of the AI-driven trailer for Ark: Aquatica, Snail Games has found itself in the spotlight, particularly regarding the responsibilities of its marketing team. Lead game designer Matt Kohl has stepped forward to clarify the situation, shedding light on the creative process behind the controversial promotional material.
Clarification from the Development Team
Kohl revealed to Aftermath that the animation featured in the trailer was generated using artificial intelligence, a decision that has raised eyebrows within the gaming community. He emphasized that the development team was not involved in this choice, stating, “That [trailer] was done by our marketing department. They took our assets and then ran them through an AI to animate them. That was marketing. The development team did not do that, and there has been no AI use in the development of Aquatica.”
The trailer, which debuted during the Game Developers Conference (GDC), has sparked a wave of criticism from fans, with one particularly scathing comment reading, “This is disgusting and you should be ashamed of yourselves.” The backlash has prompted Studio Wildcard, the developer behind Ark: Survival Evolved, to distance itself from the project, issuing a statement on Twitter to clarify their position.
As the conversation around AI in gaming continues to evolve, the incident serves as a reminder of the delicate balance between marketing innovation and community expectations. The implications of AI in creative processes are still being debated, and the response from both developers and players will likely shape future approaches in the industry.
