Sega won’t “entrust the creative aspect of games to AI,” but is using tech to “improve efficiency” in other departments
Sega has taken a cautious stance on generative AI, stating it will not “entrust the creative aspects of games to AI” while actively deploying the technology to improve operational efficiency in non-creative departments. In an interview with Nikkei, senior executive officer and deputy chief business officer Tsuyoshi Saito outlined the company’s measured approach to AI implementation.
The publisher emphasized that while AI remains controversial in creative industries, Sega is leveraging the technology strategically in areas such as publishing, corporate operations, and business idea generation. However, the company draws a clear line when it comes to game development itself, prioritizing human creativity as essential to its products.
This stance reflects broader industry concerns about AI’s role in creative work, particularly following recent controversies such as the backlash around AI usage in titles like Crazy Taxi. As generative AI becomes increasingly prevalent across the gaming industry, publishers and developers face growing pressure to clarify their policies on the technology’s use in game creation versus administrative functions.