Scopely acknowledges using generative AI in a Star Trek game ad

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By: Dakir Madiha

Scopely acknowledges using generative AI in a Star Trek game ad

Scopely has confirmed that it used generative AI to produce promotional material for Star Trek Fleet Command after an Instagram advertisement drew criticism from users who identified the content as machine generated. The promotion featured a visibly artificial human character moving through a futuristic spacecraft and did not disclose that AI had been involved in its creation.

The confirmation, first reported by Game Developer, comes as the video game industry continues to grapple with transparency and the growing role of AI tools in both marketing and development. Scopely said the advertisement was part of ongoing experiments by its marketing teams and added that the content is no longer being circulated, noting that promotional assets are frequently refreshed.

The company is owned by Savvy Games Group, a Saudi Arabia backed investment firm focused on gaming and esports. Savvy acquired the Culver City based developer for 4.9 billion dollars in 2023 and is fully owned by the Public Investment Fund of Saudi Arabia. The acquisition forms part of the kingdom Vision 2030 strategy to build a global gaming hub and reduce reliance on oil revenues.

Star Trek Fleet Command is an officially licensed free to play title available on PC, Mac and mobile platforms. Since its launch, the game has built a loyal player base, although some community members have long criticized the company advertising practices.

The disclosure arrives amid rising concern over AI generated content across the gaming sector. According to the State of the Game Industry Report 2026 published by the GDC, 52 percent of game industry professionals now believe generative AI has a negative impact on the sector, up from 30 percent the previous year. Opposition is strongest among visual artists and technical specialists, with 64 percent expressing critical views.

While 36 percent of industry professionals report using AI tools in their work, adoption is significantly higher among publishers, support teams and marketing agencies, where usage reaches 58 percent. By contrast, only 30 percent of game development studios report similar use.

Scopely admission follows a series of comparable controversies. In late January, the PC platform GOG faced backlash after a company designer confirmed that a promotional banner was entirely generated by AI. Earlier, Activision was criticized for using AI generated imagery to promote fictional mobile games as part of a market research exercise.

In January, the Interactive Advertising Bureau released its first transparency and disclosure framework on AI, urging advertisers to clearly label synthetic humans and AI generated content in advertisements. The guidance emerged as research highlighted a widening gap between advertiser enthusiasm for AI and persistent consumer skepticism.