Blizzard Faces Backlash Over Suspected AI Art in Diablo Immortal x Hearthstone Event

Accusations have resurfaced against Blizzard Entertainment, this time surrounding its marketing material for the new Diablo Immortal x Hearthstone crossover. Fans are raising concerns over the possible use of AI-generated art in a piece of promotional artwork released to announce the limited-time event. The criticism mirrors past complaints directed at the developer for previous alleged uses of AI-generated content.

Controversial Crossover Artwork Raises Questions

Blizzard announced its Diablo Immortal crossover event with Hearthstone on 26 July 2025. As part of the event’s promotional rollout, the company shared a piece of marketing art to showcase the thematic fusion between these two long-standing Blizzard franchises. However, community members were quick to scrutinise the art. As Eurogamer reported, fans claim it clearly exhibits signs of AI generation.

Multiple users pointed out visual inconsistencies and anomalies typical of AI-generated images. One player posted on Reddit, “‘Diablo Immortal x Hearthstone’ event is being advertised using what is very clearly AI generated art.” This sentiment echoes widespread mistrust toward the legitimacy of the visual, with several others highlighting tell-tale distortions in anatomy, texture, and composition—attributes now commonly associated with AI tools.

Find a seat if you can. Diablo Immortal x @PlayHearthstone. Coming Soon. pic.twitter.com/NWbzEujMRy

— Diablo Immortal (@DiabloImmortal) July 21, 2025

This incident follows earlier criticism in March 2024 when Blizzard was similarly accused of using AI-generated images in its official Diablo social media posts. That controversy was never formally addressed by the company, and the new campaign has reignited broader concerns among its fanbase about Blizzard’s creative standards and transparency.

Community Reaction and Blizzard’s Silence

Reactions online have been swift and critical. On Reddit, users debated not only whether the image was AI-generated, but what that decision could represent for Blizzard’s ongoing relationship with its players. Many view the potential use of generative AI artwork, especially for crossover events featuring major titles like Diablo Immortal and Hearthstone, as undermining the legacy of Blizzard’s historically strong art direction.

As of now, Blizzard has not officially commented on whether the artwork was generated using AI tools. Eurogamer notes the developer has declined to issue a response to the renewed allegations, maintaining the same silence it held during the March 2024 situation. This lack of transparency is fuelling speculation and increasing dissatisfaction within the community. One user emphasised, “This does not help their image. If it’s AI, they should be upfront about it. If not, they should credit the artist properly.”

Underlying this latest backlash is a broader discourse currently affecting the games industry: the ethical and artistic implications of using artificial intelligence in media creation. With studios increasingly exploring AI tools to reduce costs or boost productivity, backlash from consumers and artists alike suggests that studios must more carefully consider the public perception of creativity and authenticity in gaming culture.

For Blizzard, the stakes are particularly high. Both Diablo Immortal and Hearthstone remain prominent in the mobile and PC gaming space, and visual presentation is a core part of cross-promotional events. Fans expect higher standards from a studio famed for titles with distinct visual identities and rich fantasy storytelling.