Okay, so I was reading about what the CEO of Embracer Group, Phil Rogers, thinks about AI, and he’s saying it’s a total game-changer – like, the biggest tech we’ll see in our lifetimes. He says Embracer really wants to use it smartly in their games, but they’re being careful about *how* they do it.
In a recent investor meeting, as reported by Game File, Rogers explained that players are tired of repetitive, uninspired side quests and artificial-sounding AI voices. He expressed strong optimism about the potential of AI to help game developers improve efficiency and create the high-quality, unforgettable games that players want.
Rogers acknowledged that both players and developers have expressed worries about AI. However, he believes the bigger danger isn’t AI itself, but using it without clear ethical guidelines.
He emphasized the need to protect artists, actors, and writers from having their work copied by AI. He assured that their developers will retain ultimate creative control and ownership, and that they will always be open and honest with players about how AI is used in game development.
Rogers explained that Embracer is implementing strong guidelines for using generative AI. These guidelines will include safeguards, detailed records of AI usage, and a review process for projects.
The executive explained that Embracer Group is already seeing a noticeable boost in productivity thanks to generative AI. For instance, motion capture shoots that used to take a full week now take just three and a half days. AI is also helping developers find and fix code errors instantly, and is speeding up the art creation process – turning 2D artwork into usable 3D models in hours instead of days.
Most game developers around the world are already using artificial intelligence, even though many have concerns about it. Recently, Masahiro Sakurai, known for the Smash Bros. series, explained that making high-budget games is becoming increasingly difficult, and that AI could offer a solution.
Daniel Vavra, the director of Kingdom Come, has expressed optimism that artificial intelligence will allow his studio to develop games more quickly and effectively. However, not everyone shares this view; Yoko Taro, a well-known game developer, recently warned that AI could lead to job losses for game creators. It’s still unclear how the increasing use of AI will affect employment in the gaming industry, but Swen Vincke from Larian Studios is already using it to handle repetitive and unwanted tasks.
Embracer in recent times has enacted mass layoffs, canceled games, and closed studios.
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2025-09-24 18:21