Monday, 27 May 2024

Inside the Game Industry’s Journey with A.I.

I’ve had the privilege of conversing with ChatGPT for quite a while now. It assures me that it lacks emotions and is strictly an AI entity. However, it can craft a captivating short story, reminiscent of works by Disco Elysium and F. Scott Fitzgerald, about the journey of becoming human and arriving on Earth. All it needs are the right prompts from me.

The topic of generative A.I. and its potential, as well as its drawbacks, has taken the gaming world by storm. This was evident at the recent Game Developers Conference in San Francisco, California, where discussions about generative A.I. dominated the minds of industry executives, developers, and artists alike. Generative A.I. possesses the ability to create art and iterate on dialogue at a speed surpassing that of human creators. However, concerns arise among individuals regarding the impact of these tools on job security and copyright infringement.

While it is still early for companies to fully integrate generative A.I. into their games, many executives are actively considering the possibilities. Nevertheless, serious copyright issues surrounding the sourcing of data for A.I. persist.

Sony AI’s Chief Operating Officer, Michael Spranger, highlights the importance of creators’ utilization of this technology: “There’s a discussion around this technology potentially impacting people. Some of the issues around [copy] rights are very important to us.”

Some game developers believe that A.I. can alleviate the burden of labor-intensive tasks. Chris Lee, the former head of Halo Infinite, acknowledges that game developers have always struggled to meet the demands of their audiences.

Major gaming companies like Blizzard, Microsoft, and Ubisoft are already experimenting with generative A.I. Blizzard’s internal tool, Blizzard Diffusion, has the potential to revolutionize game building and management. Microsoft is exploring the use of A.I. to detect bugs in games, a task predominantly assigned to humans. Ubisoft’s Ghostwriter tool leverages A.I. to generate dialogue for non-playable characters, ensuring open worlds are filled with immersive conversations.

Yves Jacquier, Executive Director of Ubisoft La Forge, explains that Ghostwriter was a response to the overwhelming challenge faced by writers when tasked with filling games with over 100,000 lines of dialogue. He compares Ghostwriter to procedural generation, a technique commonly used in games to automatically generate content, such as subtly varying trees that create the illusion of a realistic forest. Jacquier emphasizes that A.I. should assist creators rather than replace them.

Startups like Didimo and Inworld AI are also making waves in the industry. Didimo automates the creation of three-dimensional characters without delay, reducing costs for game studios. Inworld AI has received significant funding and aids developers in creating non-playable characters.

As the field becomes increasingly competitive, turns text prompts into images, providing game developers with a convenient resource. However, the use of Stable Diffusion, a dataset containing copyrighted content, raises legal concerns.

Emmanuel de Maistre, CEO and Co-founder of Scenario, acknowledges that the system is not perfect, but emphasizes ongoing refinement and improvement. He acknowledges that it may take several years to develop a more efficient, secure, and authentic system.

The copyright debate remains at the forefront of discussions. Game companies are hesitant to surrender their intellectual property rights by utilizing tools like ChatGPT and Midjourney. Legal battles, such as Getty Images’ lawsuit against Stable Diffusion for scraping their photo database, and ongoing class action lawsuits, further complicate the landscape.

Jes Negrón, founder of RETCON Games, expresses ethical concerns surrounding the sourcing of content for A.I. models. Without proper compensation or consent from creators, Negrón finds it difficult to endorse the technology.

Dennis Fong, CEO of GGWP, envisions a future where A.I. can take on vital role in game development, allowing core gameplay concepts to be expanded and refined by A.I. systems. He believes this would ensure that games offer a constant stream of new classes, stories, characters, and zones. Some industry experts, however, argue that A.I.-generated content may fall short in terms of quality and fail to engage players.

Artificial intelligence continues to evolve and has already made significant strides in the gaming industry. In the weeks, months, and years to come, we will witness A.I.’s increasing impact on labor, video games, and our lives.


  • What is generative A.I.?
    Generative A.I. utilizes computing power to find patterns in images and texts, allowing for the creation and iteration of new content based on existing models. It holds immense potential for revolutionizing the gaming industry.

  • How are gaming companies using generative A.I.?
    Gaming companies are exploring various applications for generative A.I. These include generating game levels, writing dialogue for non-playable characters, and even detecting bugs in games. The aim is to improve efficiency and enhance the overall gaming experience.

  • What are some concerns surrounding generative A.I.?
    One major concern is copyright infringement. Sourcing data for A.I. models often involves utilizing copyrighted content without proper permission or compensation for creators. Additionally, there are worries about potential job losses as generative A.I. becomes more prevalent in the industry.

  • Can A.I. replace human creativity in game development?
    While A.I. can assist in various aspects of game development, many industry experts believe that human creativity and craftsmanship are still essential. A.I. should be seen as a tool to enhance and augment human capabilities rather than a complete substitute for human talent.


The game industry’s exploration of generative A.I. is in full swing, with companies actively developing and implementing this technology. Executives, developers, and artists are deliberating its potential benefits while grappling with concerns surrounding copyright and job security. While A.I. has the capacity to revolutionize certain aspects of game development, it is clear that human creativity and craftsmanship remain crucial for delivering captivating gaming experiences. As the field continues to evolve, we will witness the ongoing impact of A.I. on the gaming industry and our lives as gamers.