Sega says it will use AI in game development only in careful, limited ways

Sega says it will start using AI in game development, but only in “appropriate use cases”. The company shared this during a Q&A session after reporting its Q2 financial results.

Executives were asked about rising development costs and whether Sega would continue making bigger games, or look for more efficient methods. Sega said it will focus on efficiency and may use AI tools to help.

However, Sega also understands that AI can “face strong resistance in creative areas”, especially in jobs like character design. Because of this, Sega says it will only use AI when it makes sense and will “carefully assess appropriate use cases”, such as using AI to speed up development tasks.

The topic of generative AI continues to divide the game industry. Some studios now ask art applicants to draw during interviews to prove they are not using AI. One designer said: “There are many people who claim that artwork generated by AI is their own creation,” which has caused hiring problems.

Some industry figures say they want to find a middle ground. For example, Arrowhead Game Studios CEO Shams Jorjani said AI should be used to remove boring tasks, not replace creativity.

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