Sega Says It Will “Leverage AI” In Game Development When Appropriate

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Sega is now using artificial intelligence, like many other game companies, to make game development faster and more efficient.

When asked about rising game development costs, Sega executives stated they’ll focus on using the most effective development techniques. They indicated that if artificial intelligence – a growing trend in the gaming industry – proves to be the best option, they’ll utilize it, though not necessarily for every aspect of development. They plan to integrate AI where it makes sense.

Instead of focusing solely on large-scale development, we’re also working to improve efficiency through tools like AI,” the company stated. “We recognize that using AI in creative areas like character design can be challenging, so we’ll carefully identify the best applications, starting with ways to simplify our development workflow.

Sega has joined a growing group of game companies – including Activision, Square Enix, Sony, and Krafton – that are exploring artificial intelligence. While some developers are wary of AI, most of the gaming industry is either enthusiastically adopting it, cautiously accepting it, or anticipating its widespread use.

It appears this trend is gaining momentum. A September 2025 report on the video game industry revealed that over half (51%) of Japanese game developers are already using AI tools in their work. Prominent leaders like Tim Sweeney of Epic Games, Owen Mahoney (formerly of Nexon), and Gabe Newell of Valve strongly support the use of artificial intelligence. However, despite the excitement and investment surrounding AI, some experts predict a potential downturn or ‘bubble burst’.

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2025-12-04 19:41