Sega takes cautious approach to AI in game development

Sega has stated it will not use AI for creative game development and will adopt a 'very cautious' approach in its use. In an interview with Nikkei on October 6, Sega's Senior Executive Vice President Kazuhiro Saito emphasized that while the company is actively using AI in areas like business operations and marketing, it remains cautious about expanding its use in game development. Sega has established a Generative AI Committee to oversee AI tool development, set guidelines, and review content compliance. The committee includes legal and public relations staff from various regions due to differing global perspectives on AI. Earlier this year, Sega confirmed that AI was used in the early research phase of the upcoming game 'Mad Taxi: Speed Around the World,' but no AI was involved in the actual art creation. Similarly, the development team for 'Phantasy Star Online 2: New Genesis' used AI to enhance efficiency and for in-game dialogue, allowing real-time responses to player messages. Japan's legal stance allows AI training for commercial use without violating copyright laws, though global debates on AI content creation continue.