"CEO Junghun Lee said in an interview with Gamespark ( translated by Automaton) that AI has "definitely improved efficiency" in game production and live-service operations. "First of all, I think it's important to assume that every game company is now using AI," Lee said. "But if everyone is working with the same or similar technologies, the real question becomes: How do you survive? I believe it's important to choose a strategy that increases your competitiveness.""
"To answer his own question of surviving in a competitive development market, Lee expressed that "human creativity" is what'll push an OK game to a fabulous game. This sentiment mirrors what Embark Studios CCO Stefan Strandberg told Eurogamer in October 2025, that there are "no shortcuts to making great games" despite using AI to "assist in some content creation." Not everyone agrees with either Lee or Strandberg, though."
"Strange Scaffold founder Xavier Nelson Jr. responded with condemnation on Bluesky, personally confirming that "a lot of other studios"--whether indie or AAA--are not using generative AI in their games. Tommy Thompson, founder of AI video game analysis company AI in Games, also disputed Lee's argument, posting on Bluesky that "very few [studios] have gone all in" on AI. Developer Neil Jones, creator of the 3D runner Aerial_Knight's Never Yield, posted on Bluesky that this is an admission that "they're going to fire you.""
Eurogamer gave Embark Studios' Arc Raiders two out of five stars, prompting debate over the game's use of AI voice acting. AI has definitely improved efficiency in game production and live-service operations. Many industry companies now assume widespread AI adoption, prompting questions about competitive strategy and survival. Human creativity is identified as the differentiator that can elevate an OK game to a fabulous game. Some studios emphasize that there are no shortcuts to making great games despite using AI to assist content creation. Several industry figures dispute the ubiquity of generative AI and warn about potential workforce impacts.
Read at GameSpot
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