Blizzard has faced repeated accusations from players that promotional images for Diablo Immortal and Overwatch 2 were made using generative AI, based on visible distortions — such as a melting necklace, merged fingers, and impossible geometry — that are common artifacts of AI image generation. Blizzard has not confirmed the use of generative AI for most of these images and in some cases has denied it.

In July 2025, players on social media flagged a Diablo Immortal crossover promotional image for several AI-looking errors: a distorted ear, a hand merging into a wall, candles depicted as lit without flames, and floating bread. Blizzard did not respond to requests for confirmation. In August 2025, Blizzard removed an Overwatch 2 advertisement for a plush toy after players identified AI-generated elements in its background. In September 2025, fans accused Overwatch 2 in-game sprays for a new character named Wuyang of being AI-generated; Blizzard told Kotaku those elements were created by human artists. The pattern across multiple incidents and games suggests generative AI may be used in some marketing and promotional materials even where Blizzard denies or does not confirm it.