Riot Games stumbles with AI: Wild Rift promo video sparks backlash

Since its inception, Riot Games has cultivated a close relationship with the artistic community. League of Legends cinematics not only marked the start of seasons but also served as the creative impetus for the Arcane series, one of the biggest animated hits of recent years. Even Wild Rift, the mobile version of the MOBA, launched with a cinematic starring Jinx that was very well received by fans.

This synergy with artists has also been reflected in initiatives such as awarding Riot Points (RP) to players who shared artwork or fan art. Riot not only developed video games, but also a shared visual creation ecosystem between developers and the community.

However, in recent hours, that relationship has been called into question following the release of an AI-generated promotional video for Wild Rift. Although initially thought to be an unofficial creation, the clip was posted on the Weibo social media platform by the game's official account and later deleted.

The video is a sequence of images featuring characters such as Jinx, Seraphine, Ezreal, Aurora, and Yasuo, but with poor artistic execution and no narrative coherence. The visual errors are notable, ranging from incoherent weapon transformations (such as Jinx's rocket launcher turning into a flamethrower) to illogical behavior such as Seraphine fighting by kicking, in direct contradiction to her playstyle.

Everything indicates that the decision to use generative AI was driven by financial reasons. Tencent, the parent company of Riot Games, may have seen this production as a way to reduce costs compared to the complex and more expensive processes of traditional animation.

From an accounting perspective, the numbers may justify the decision. But in terms of public perception and brand building, the move has backfired.

The use of artificial intelligence in marketing campaigns continues to generate distrust. According to a recent CivicScience study, 36% of adults say they are less likely to buy a product promoted using AI. This number has increased four percentage points since December.

Furthermore, two out of five adults believe that the use of these tools in advertising worsens their image of the brand that uses them.

Riot isn't the first company to receive criticism for using artificial intelligence tools in promotional campaigns. Recent cases include:

• Square Enix, promoting Foamstars through AI-generated art.
• Activision, which launched a fictional campaign featuring non-existent titles like Guitar Hero Mobile and Call of Duty: Zombie Defender.

Unlike other companies, Riot has a 15-year history of having artists play a central role in its identity. Therefore, the reputational impact of this decision could be even greater.

The case of Riot Games highlights a growing dilemma for creative companies: cutting costs with technology at the expense of an authentic connection with the community. In an environment where consumers increasingly value artistic integrity, the use of AI without sensitivity or clear purpose can be seen as a betrayal of the principles that helped build a brand.

The challenge now is to regain trust. And perhaps that's only possible by putting artists back at the center.