Sonic the Hedgehog Publisher sega revealed in a Q&A after the second quarter results that it will use AI in game development, but only when it is appropriate.
In response to questions about rising game development costs and whether Sega would consider ways to make production more efficient, executives confirmed that they would consider introducing AI, but only in certain cases. Sega also acknowledged that the application of AI in game development, particularly the role of art, has been a hotly debated topic in recent years.
Rather than completely following the flow of large-scale development, we will also pursue efficiency improvements such as the use of AI. However, there is strong resistance to introducing AI in creative fields such as character production, so we will proceed while identifying appropriate use cases such as improving the efficiency of the development process.
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Recently, the director of Obsidian’s The Outer Worlds 2 discussed the use of AI in game development and said, “You shouldn’t outsource what you’re good at to AI.” Prior to this, other members of the studio revealed that they “don’t use it at all.”
Last month, Sega announced plans to raise the average monthly salary of all employees by 10% starting in April 2026.
[Source – VGC]
