Japanese publishing giant Sega has said it will use AI in game development, but says it will be careful in its use.
This is according to the official English translation of the company's investor Q&A.in which the company's management stated that it would use this technology in developing projects, but would use AI selectively. Part of this is because there is “strong resistance” to AI.
This was the answer to the question of whether Sega would follow the trend towards larger game projects or not.
“Rather than completely follow the trend towards large-scale development, we will also strive to increase efficiency, for example through the use of artificial intelligence,” Sega management said.
“However, as AI adoption may face strong resistance in creative areas such as character creation, we will continue to carefully evaluate relevant use cases such as streamlining development processes.”
The use of AI in game development is a controversial issue, but its use has become widespread in the industry. Nexon's CEO recently said that “it's important to assume that every company is using AI.”following the release of ARC Raiders, which made extensive use of artificial intelligence for audio. Epic boss Tim Sweeney also said that it is safe to assume that most games in the future will be partially created using AI. saying that platforms like Steam should not note that a game was created using this technology..
Other voices are more cautious on this issue; New Embracer Group CEO Phil Rogers described the technology as a “powerful” toolbut qualified this by adding that “man's authorship is final.” Testronic CEO Sharon Bailey-Bell also stated: that AI is an “accelerator” but is “not the answer”” when looking at quality control, localization and translation business.
Meanwhile, Revolution Software's Charles Cecil recently stated: It was a “mistake” to use AI when creating Broken Sword: Reforged.
For the year ended March 30, 2025, Sega reported net sales of 428.9 billion yen ($2.79 billion), down 8.5% from last year..
