Sega has drawn a firm line around artificial intelligence in game creation, stating it will not use the technology for creative work. This policy clarifies how the publisher intends to balance efficiency gains with human-driven design. Players can expect that the artistic direction of upcoming titles remains under human control rather than algorithmic generation. The company is applying AI only to non-creative internal processes to streamline operations.
Sega executive outlines cautious AI policy for game development
Tsuyoshi Saito, Sega senior executive officer and deputy chief business officer, outlined the company's stance in recent remarks. He confirmed that Sega is using AI to improve efficiency in areas such as publishing and corporate departments, as well as for generating business ideas. However, he emphasized that the company is being very cautious about its use in the game development process. Sega explicitly stated it is not entrusting the creative aspects of games to AI.
To manage these guidelines, Sega established a Generative AI Committee comprising members from public relations and legal departments. This cross-regional team addresses varying global views on AI to ensure proper compliance and tool development. The committee is responsible for creating internal tools, guidelines, and compliance checks for Steam listings. This structure allows Sega to adopt AI for administrative tasks while maintaining strict oversight on creative output.
Sega provided specific examples of how AI is currently integrated into its workflow. The company confirmed that AI was used in the initial research phase of Crazy Taxi: World Tour. This usage did not extend to art asset creation for that title. Meanwhile, Phantasy Star Online 2: New Genesis utilizes AI as a productivity tool and for in-game conversation functions. These implementations highlight a distinction between background support and core creative design.
Sega's approach separates administrative efficiency from creative authorship in its development pipeline. The company uses AI for research, business ideation, and internal departmental tasks. It explicitly excludes the technology from art asset creation and core game design. This policy ensures that human creators retain control over the artistic vision of Sega's games.
Source: VideoGameChronicles
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