Sega won't "entrust the creative aspect of games to AI," but is using tech to "improve efficiency" in other departments

Sega has made it clear that they will not allow artificial intelligence to take charge of the creative process in game development. The Japanese gaming giant's senior executive officer and deputy chief business officer, Tsuyoshi Saito, stated this sentiment to Nikkei. According to Saito, the company is utilizing AI technology in a cautious manner to enhance efficiency in various areas, such as publishing and corporate departments, as well as for generating business ideas.

Sega has also set up a Generative AI Committee, which includes an AI Task Force, to develop in-house AI tools. These tools are used in collaboration with PR departments in North America and Europe to address requests for disclosure of AI usage information from game distribution platforms.

Despite the cautious approach, Sega acknowledges that AI may become more prominent in the future. This admission comes in the wake of a controversy that arose earlier this year, following revelations that generative AI was employed during the development of background assets for Sega's game "Crazy Taxi: World Tour." Series creator Kenji Kanno later clarified to Summer Game Fest attendees that the extent of AI usage was limited to generating ideas and serving as references.

Similarly, Crystal Dynamics utilized AI during the development of "Tomb Raider: Legacy of Atlantis." The game's experience director, Jeff Adams, explained that AI was employed for early prototyping, helping the team visualize concepts and determine whether to invest development time into building them. Adams emphasized that the final game would consist solely of human-created content, with AI serving only to streamline the creative process and ensure high-quality experiences for players.