

I’m not sure exactly what you mean by why this stuff matters, but the stuff that you’d be generating with AI for a game wouldn’t be a loading screen or something - it would be assets. Character models, weapons, buildings, textures, voices, that’s the kind of stuff that companies want to generate with AI. Right now, you can buy stock assets to use, and that’s where all the garbage asset flips come from, but companies want to replace employees with software that makes their own assets for them for cheap. Replace the people who make games with software that spits out gacha products. But if they aren’t protected under copyright, then any asset flipper can use your main character - taking the model right from your AAA game - and throw it into their 99-cent asset flip scam, and you can’t do anything about it.
I believe Steam has the policy on AI that they do both because of public opinion about the use of AI (and the way it’s being used to steal from creators) and because AI generated games tend to fall into the same category of outright scams that NFT games do, and games containing NFTs are straight up banned from Steam.
Edit: Going back and reading through the article, I see that they were straight up putting in AI generated images into the game as skins and loading screens and stuff. These also fall under the asset flip thing, especially if they’re so obvious that they have six fingers like the zombie Santa. The same goes for their social media promotional material. You can just straight up use CoD’s ads for your own game and they can’t do anything about it.
People are upset by the use of it because of the poor quality, and, as I said, these companies want to replace the people who make games with software that churns out slop to consume. They think of gamers as pigs at a trough and developers as leeches stealing their hard earned profits.
Buddy, where have you been the past 20 years? The kids who were boots on the ground are now in their late 30s and 40s, and many of them are staunchly anti-military thanks to their experiences.
The US military runs one of the largest propaganda campaigns in the world, from Hollywood movies and TV commercials to Raytheon funding colleges and recruitment officers walking the halls of high schools. Their entire thing is tricking impressionable young kids into doing the dirty work for the wealthy. When I was in college, the seniors in the game design program were working on a VR boot camp scenario in Second Life that the army wanted to take with them to schools as a recruitment tool.
But no war like the culture war, I guess.