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Xbox used AI-generated artwork on social media to promote indie games. The Xbox account ID @Xbox tweeted asking fans about their favorite indie games of 2023, which sparked controversy. Players criticized the use of AI art in games and advertising, and Xbox deleted the original tweet. While some developers have a positive attitude toward AI art, players generally criticize the use of this technology in games and advertising.

AI technology has played a role in reducing costs and increasing efficiency in indie game development. AI is not a panacea for game developers, and its applications are limited. The emergence of AI has changed the business model and content form of indie games.