Overwatch 2 recently sparked controversy when fans noticed its promotional campaign for the new Busan Cow YouTooz Plush appeared to feature AI-generated artwork. The advertisement, which was quickly taken down after backlash, showcased the beloved inflatable cow from the game's Busan map alongside distorted images of popular heroes.

The Busan cow has become one of Overwatch 2's most recognizable environmental elements, charming players with its amusing physics when struck by projectiles. Blizzard partnered with collectible company YouTooz to create a 9-inch plush version of this fan-favorite decoration.

The controversy began when Blizzard shared promotional images on their official Overwatch 2 Twitter account. Sharp-eyed fans immediately noticed telltale signs of AI generation in the background artwork, which depicted distorted versions of heroes D.Va, Tracer, and Genji with inconsistent armor details and unnatural facial features.

The gaming community quickly expressed disappointment across social media platforms, criticizing Blizzard for using AI tools instead of commissioning human artists. Within hours of posting, the company removed the controversial advertisement, though they haven't issued an official statement regarding the incident at the time of writing.

This isn't the first time Blizzard has faced scrutiny over AI-generated content. The company previously used similar technology in promotions for its Diablo Immortal and Hearthstone crossover event, suggesting a pattern in their marketing approach.

Despite the controversy, the Busan Cow plush remains available for purchase through Blizzard's official Gear Store for $38. The collectible faithfully recreates the in-game model that has become a beloved part of Overwatch 2's Busan map.

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