Nintendo says generative AI can be used in 'creative ways' but highlights intellectual property issues

AI Video & Visuals

Nintendo has commented on the controversial topic of generative artificial intelligence in video game development, outlining what it believes are the pros and cons.

During a shareholder Q&A, Nintendo President Shuntaro Furukawa was asked about the company's work with AI, saying that generative AI can be used in “creative ways,” but that its use “also raises issues of intellectual property rights.”

Artificial intelligence and its use in games is one of the hottest topics in the video game industry, with several studios Promoting AI-generated NPCs or AI level creationHowever, others have raised concerns about the potential impact on jobs in sectors such as the arts, quality assurance and performance.

Previous generation AI be criticized From the player creator This is due to ethical issues, rights issues, and AI struggling to produce content that audiences will actually enjoy. For example, Keywords Studios tried to create an experimental game in-house using entirely AI. The game failedKeywords told investors that AI “cannot replace talent.”

Shuntaro Furukawa (right) and Shigeru Miyamoto (left). Photo by KAZUHIRO NOGI/AFP via Getty Images.
Shuntaro Furukawa (right) and Shigeru Miyamoto (left). Photo by KAZUHIRO NOGI/AFP via Getty Images.

Regarding Nintendo, which is about to announce and release a successor to the Switch, Furukawa said, “We are prepared to utilize technological development,” but added, “We will continue to provide value that is unique to Nintendo and cannot be created through technology alone.”

The full text of Mr. Furukawa's statement is as follows:

In the game industry, AI-like technology has long been used to control the movements of enemy characters, and we believe that game development and AI technology are closely related. Generative AI, which has been a hot topic recently, can be used creatively, but we also recognize that it may give rise to intellectual property rights issues.

We have decades of accumulated know-how to provide players with the best gaming experiences, and we will continue to proactively utilize technological advances to provide the unique Nintendo value that cannot be achieved through technology alone.

Nintendo's complicated remarks come as its video game console rivals are making big pushes into AI. Microsoft, for example, is reportedly developing an Xbox AI chatbot to automate support tasks like issuing game refunds, handling broken console or subscription issues, and answering questions about error codes.

Meanwhile, Assad Qizilbash, head of PlayStation Productions and head of product for PlayStation Studios, said: Opinion expressed on AI It said its use in video games is important to Gen Z and Gen Alpha gamers who want “personalization in every aspect.”

We will continue to proactively take advantage of technological advances and provide value that only Nintendo can provide, something that cannot be achieved through technology alone.

“For example, non-player characters in the game will be able to interact with the player based on their actions, making it feel more personal,” Kizilbash said. “This is important for the younger Gen Z and Gen Alpha audiences, who are the first generations to have grown up in a digital environment and who are looking for personalization in everything they do and want more meaningful experiences.”

EA president Andrew Wilson recently told the investment community that “more than 50% of our development process will be positively impacted by advances in generative AI.” Wilson, who oversees EA Sports FC, The Sims and BioWare games, added that AI makes game development “more efficient,” revealing that EA Sports FC developers are now able to create stadiums in six weeks instead of six months.

Doug Cockle, voice actor for The Witcher, also expressed alarm and frustration at the growing presence of AI in the video game industry, calling it “inevitable” but “dangerous.”

Wesley is IGN's UK News Editor. Find him on Twitter at @wyp100. You can contact Wesley at or

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