Gaming
Sega won't entrust games' creative aspects to AI
Sega says it uses generative AI for business tasks, while its account of Crazy Taxi: World Tour describes a limited role in development.
GamesIndustry.biz reports that Sega executive Tsuyoshi Saito said Sega uses generative AI to improve efficiency in publishing and corporate work, and to generate business ideas, but would not entrust games' creative aspects to AI.
The company reportedly established a Generative AI Committee the year before the report, with an AI Task Force developing in-house tools. That team also works with public relations departments in North America and Europe to respond when game distribution platforms ask about AI use.
That boundary sits alongside Sega's reported use of generative AI for background assets in Crazy Taxi: World Tour. Series creator Kenji Kanno described the tool's role as limited to ideas and reference.
Crystal Dynamics offers a different example of where AI can fit in development. The studio used it during early prototyping for Tomb Raider: Legacy of Atlantis, visualizing proposed objects before deciding whether to make them through the traditional production pipeline.
Experience director Jeff Adams said the team would concept and build the final content itself, with all finished content in the game human-created. That is the clearest player-facing boundary in the example: AI may help test an idea, but the finished work, according to Adams, would come from the team.