"In response to a question about combating ballooning game development budgets, per VGC, Sega executives said during a Q&A session after the company's Q2 financial results presentation that it will use the most efficient development methods available. If that happens to be AI--which is becoming increasingly popular in the games industry as of late--then that's what Sega will use. It just won't be everywhere all of the time, apparently, but it will be there."
"It seems like the latter is happening. According to a September 2025 survey from the 2025 CESA Video Game Industry Report, some 51% of Japanese developers are using AI in some way to create games. And big-name industry figures--such as Epic Games CEO Tim Sweeney, former Nexon CEO Owen Mahoney, and Valve CEO Gabe Newell--are huge advocates for artificial intelligence. Despite all the high praise and financial backing the AI industry has received, some analysts believe the AI bubble is about the burst."
Sega plans to use artificial intelligence selectively to streamline development processes and improve efficiency in response to rising game development budgets. Executives stated the company will adopt the most efficient development methods available and will employ AI where appropriate rather than applying it uniformly across projects. Sega will carefully assess use cases and avoid forcing AI into creative areas that may face strong resistance, such as character creation. The company joins major publishers already exploring or deploying AI tools. Industry data shows roughly half of Japanese developers use AI, while prominent executives back AI and some analysts warn of a potential bubble.
Read at GameSpot
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