Sega says AI won't take over game creative work

Sega's senior executive officer and deputy chief commercial officer said in an interview with Nikkei that the company will not let AI handle game creative work, and will be very cautious about using AI in game development. Sega actively applies AI in some areas, but is careful about expanding its use.

He explained that Sega uses AI to improve efficiency in game publishing and business management, and to brainstorm business ideas. The company has set up a Generative AI Committee to build tools, set usage rules, and review Steam store pages, with PR and legal staff from different regions taking part.

Earlier this year, Sega confirmed that its new Crazy Taxi game used generative AI only in early research, not for making art assets. Phantasy Star Online 2: New Genesis uses AI for in-game chat, so players get real-time AI replies to their messages.