Embracer Boss Says Players Don't Want AI To Make "Generic, Soulless Side Quests"
By Eddie Makuch
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Auto-posted by TMGClan NewsBot
By Eddie Makuch
Embracer Group CEO Phil Rogers has commented on AI in gaming, saying it's the "most powerful technology tool of our generation" and one that the company wants to deploy strategically.
During an investor meeting recently reported on by Game File, Rogers said, "Players aren't longing for generic, soulless side quests or synthetic AI voices." He's very bullish on AI technologies and how they may be able to help developers with things like "driving efficiency, and ultimately delivering the high quality, memorable games our players demand."
Rogers went on to say he is aware of the "concern from players and developers alike" about AI, but in his belief, a greater risk is using AI "without a strong ethical framework."
"Artists, actors, writers need protection from plagiarism" that could result from AI, he added. "Our developers will always have the final creative control and authorship. Transparency is mandatory. We're committed to being transparent with players about how, where we use AI in our dev process."
Rogers said Embracer is establishing "strict governance" around generative AI, including "controls," "audit logs," and "workflow approvals."
The executive went on to say that Embracer's teams have already begun to see "measurable increases in productivity" thanks to the use of generative AI technology. For example, a motion-capture shoot that previously took seven days to complete can now be done in half the time, he said. Embracer's AI technologies have also allowed developers to check code for bugs in real time, and that 2D artwork can be transformed into a "game-ready 3D model" in hours now, instead of days.
The majority of developers globally already use AI technologies in game development, despite ongoing and serious concerns raised by developers about it. Recently, Smash Bros. boss Masahiro Sakurai said AAA game development is becoming unsustainable, and that using AI can help.
Kingdom Come director Daniel Vavra previously spoke positively about his hope that an "AI revolution" will help his studio make games faster and more efficiently. Not everyone is so enthusiastic about the role of AI in gaming going forward, as enigmatic game developer Yoko Taro recently said "AI will make all game creators unemployed." It remains to be seen how companies adopting AI systems might impact employment. Larian Studios' Swen Vincke has embraced AI to automate tedious tasks no one wants to do.
Embracer in recent times has enacted mass layoffs, canceled games, and closed studios.
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