Sega has officially stated that it will not delegate creative game development tasks to artificial intelligence. The company maintains a cautious approach toward the integration of AI in its production workflows, as confirmed by Senior Executive and Deputy Chief Business Officer Tsuyoshi Saito during an interview with Nikkei.
The company currently utilizes AI to improve operational efficiency in departments such as game publishing and corporate management, as well as for brainstorming business proposals. To oversee these initiatives, Sega established a Generative AI Committee, which is responsible for developing internal tools, setting usage standards, and ensuring compliance with Steam store policies.
The committee includes representatives from public relations and legal departments across various regions to address differing global perspectives on generative AI. This structure reflects the company's strategy to navigate complex international regulations and public opinion regarding the use of AI-generated content in the gaming industry.
Sega has already implemented AI in specific projects with varying degrees of application. For instance, the development team for the upcoming Crazy Taxi: City Rush utilized generative AI during initial research phases, though the actual creation of game art assets was performed without AI tools.
In contrast, the developers of the MMORPG Phantasy Star Online 2: New Genesis have integrated AI to enhance development efficiency and provide real-time responses to player messages within the game. These diverse approaches highlight the company's selective and controlled adoption of AI technologies.
