Saudi Arabia–backed mobile game publisher Scopely has confirmed that it used generative artificial intelligence to produce at least one advertising asset for Star Trek Fleet Command, after an AI-generated Instagram promotion drew criticism from users and industry watchers.
The advertisement, first reported by Game Developer, featured a visibly artificial human character moving through a futuristic spacecraft. Social media users quickly identified the clip as AI-generated, with many criticising its visual quality and coherence in the comments.
Scopely later acknowledged that the advertisement was created using generative AI tools as part of ongoing experimentation by its marketing teams. The company said the asset is no longer running, noting that promotional materials are routinely refreshed.
Scopely is owned by Savvy Games Group, a Saudi state-backed gaming and esports investment firm that plays a central role in the kingdom’s Vision 2030 strategy to build a global gaming hub and reduce reliance on oil revenues. Saudi Arabia has committed tens of billions of dollars to gaming investments, acquisitions, and industry development worldwide.
Star Trek Fleet Command is an officially licensed free-to-play title available on PC, Mac, and mobile platforms. The AI-generated advertisement did not include any disclosure indicating the use of artificial intelligence.
The incident comes as generative AI remains a divisive issue within the global games industry. Recent industry surveys show that while a growing number of developers and publishers are using AI tools, a majority of game workers believe the technology is having a negative impact on the sector.
