Highlights
- Players accuse Battlefield 6 of using AI-generated artwork in the paid Windchill cosmetic pack, citing visual flaws in the “Winter Warning” sticker.
- EA has not confirmed AI usage, and the lack of a Steam generative AI disclosure tag has intensified criticism.
- The backlash reflects broader resistance to generative AI in AAA games, as similar controversies affect major franchises and erode player trust.
Electronic Arts Inc. (EA) is facing fresh scrutiny after players accused Battlefield 6 of selling AI-generated artwork as part of a paid cosmetic bundle. The allegations surfaced this week after players circulated close-ups of an in-game sticker, “Winter Warning,” that appears to depict an M4A1 rifle with visual inconsistencies, which players argue resemble common flaws of AI-generated imagery.
The backlash centers on the Windchill cosmetic pack, a winter-themed bundle released alongside Battlefield 6’s seasonal update. Priced at 900 Battlefield Coins, the premium cosmetic bundle offers six items, including the controversial “Winter Warning” sticker.
The sticker reportedly shows two barrels for the featured M4A1 rifle, and the rifle's ejection port cover also appears to be a duplicate. The inconsistency struck players as they took the issue to social platforms. Willcario’s Reddit thread criticizing the art on Battlefield’s Reddit forum received 4,600 upvotes.
So far, Electronic Arts has not confirmed whether generative AI tools were used in the creation of the said sticker. Notably, Battlefield 6 does not currently carry a generative-AI disclosure tag on Steam, a label that has increasingly become customary for titles that use AI-generated content.
EA’s public messaging has also appeared conflicted. Whereas a portion of the EA’s leadership is vouching for AI use, few senior EA figures like Rebecka Coutaz, involved in Battlefield 6 production, have previously emphasized that human creators remain central to the company’s art pipelines.
Battlefield 6: Why the Accusations Gained Traction
The Battlefield 6 AI-use allegations have landed at a sensitive moment for EA. In recent months, reports have indicated internal pressure on developers to explore AI tools as part of broader efficiency and cost-control efforts. EA’s CEO, Andrew Wilson, has previously referred to AI as a multiplier for efficiency and creativity, hinting at generative tools as essential to contemporary game production processes.
In light of this, some players have seen the Windchill charges as proof that AI testing has permeated player-facing, paid content. While some players have raised ethical concerns about the use of AI over human artists, others say the more immediate failure lies in quality assurance, asking how the “Winter Warning” sticker was approved and monetized without modifications.
Compounding the issue, the claims emerged during a rocky reception to Battlefield 6’s Winter Offensive update, which has drawn criticism over balance changes and live-service pacing. The AI-art accusation has therefore become a flashpoint for broader dissatisfaction rather than an isolated complaint.
Multiple AAA titles have been criticised for gen-AI use in recent months. Major franchises, including Call of Duty, Arc Raiders, and Postal have faced similar scrutiny, from disclosed AI imagery to voicing issues. Recently, Clair Obscur: Expedition 33 was stripped of awards eligibility following disputes over its use of generative AI assets.
For publishers like EA, the Battlefield 6 AI backlash underscores a growing risk that even unconfirmed AI use can break players’ trust if disclosure standards are being sidestepped, especially when a paid bundle is involved.
