Battlefield 6 players are accusing EA of selling AI-generated artwork after spotting what looks like an M4A1 with two barrels in the game's store. The backlash mirrors the generative AI controversies that have dogged Call of Duty: Black Ops 7 throughout the year.
The Winter Warning Sticker
The sticker in question is called "Winter Warning." It's part of the Windchill cosmetics bundle, priced at 900 Battlefield Coins and containing six items total.
The image depicts a soldier aiming down sights on an assault rifle. Players quickly spotted several problems: the M4A1 has what appears to be two barrels, the ejection port cover looks duplicated, and the soldier's hand position doesn't line up with the scope.
Accidental replications like this are a telltale sign of AI-generated images. It's the same phenomenon that produces those cursed AI humans with six fingers.
Community Backlash
A Reddit post from user Willcario racked up over 4,600 upvotes under the title "Remove this AI s**t from the store."
"I would literally prefer to have no sticker than some low quality AI generated garbage," Willcario wrote. "You can look at BO7 and see how many favors AI generated rewards won with them."
Other players piled on. "Well, there goes my want to keep supporting this game," wrote Whiterun_jay. Amanisnotaface took it further: "Well aware I don't have to buy it to play the game, but I'm more than happy to ditch the game entirely if this is the route they go."
Not everyone is upset. Some players have dismissed the issue as minor, arguing that AI is just the direction gaming is going. Critics on the other side call it "lazy" to ship allegedly AI-generated assets with obvious mistakes while still charging money for them.
EA's Previous AI Statements
The accusations have players digging up old comments from Rebecka Coutaz, VP general manager of DICE and Criterion (collectively Battlefield Studios). Back in October, Coutaz told the BBC that players wouldn't encounter generative AI content in Battlefield 6.
There's more to her comments, though. She described the technology as "very seducing" and noted that the studio used AI in preparatory stages "to allow more time and more space to be creative." She also said that "if we can break the magic with AI, it will help us be more innovative and more creative."
Higher up the chain, EA CEO Andrew Wilson has called AI "the very core of its business." The Financial Times reported that EA's new owners, who spent $55 billion taking the company private, are betting on generative AI to cut costs and speed up development. Previous reports have also claimed EA mandated AI usage internally, with developers expressing frustration over the push.
EA hasn't commented on the sticker allegations.
Steam Disclosure Questions
Valve's storefront rules require publishers to disclose generative AI usage. Black Ops 7's Steam page already carries this disclaimer: "Our team uses generative AI tools to help develop some in game assets."
Battlefield 6 currently has no such disclosure. If the sticker is confirmed as AI-generated, EA would likely need to update the page to comply with Valve's policy.
Industry Context
Other games have faced similar AI scrutiny. Black Ops 7 has weathered multiple controversies, including the infamous six-fingered zombie Santa bundle and recent backlash over calling cards that appeared to use Studio Ghibli styling. The game sits at 'Mostly Negative' on Steam and scored 40% in PC Gamer's review.
Outside the shooter space, Clair Obscur: Expedition 33 lost its Game of the Year award from The Indie Game Awards specifically because of AI use. Larian Studios has also announced plans to address concerns about AI in its upcoming Divinity game after online backlash.
Still, AI controversy doesn't always tank a game. Arc Raiders faced its own AI voice scandal but became a massive hit anyway. Battlefield 6 launched strong too, though the Winter Offensive update has caused problems and player counts have dropped since release.
The Winter Warning sticker remains unconfirmed as AI-generated. The visual glitches could be human error. But with EA staying silent and the company's AI ambitions on the record, player suspicion isn't going away.
