As the gaming industry increasingly turns to the innovative potential of generative AI, Nintendo stands firm in its cautious approach. The company's reluctance stems from concerns over intellectual property (IP) rights and a commitment to maintaining its distinctive approach to game development. This stance was clearly articulated by Nintendo President Shuntaro Furukawa during a recent Q&A session with investors, where he discussed the intersection of AI and game creation.
Nintendo President Says It Won't Integrate AI in Nintendo Games
Expressed Concerns Over IP Rights and Copyright Infringement
image (c) Nintendo
Nintendo President Shuntaro Furukawa has made it clear that the company currently has no plans to integrate generative AI into its games, primarily due to concerns about intellectual property rights. This statement was made during a recent investor Q&A session, where Furukawa elaborated on the relationship between AI and game development.
While acknowledging that AI has long been a part of game development, particularly in managing the behavior of non-playable characters (NPCs), Furukawa pointed out that the term "AI" now frequently refers to generative AI. This technology can create and regenerate customized content like text, images, videos, and other data through pattern-learning techniques.
Generative AI has seen a surge in interest across various industries. Furukawa noted, "In the game industry, AI-like technologies have long been used to control enemy character movements, so game development and AI have gone hand-in-hand even before." However, he expressed concerns about the potential for generative AI to infringe on existing works and copyrights, highlighting the challenges it poses regarding IP rights. "It is possible to produce more creative outputs using generative AI, but we are also aware that problems can arise with intellectual property rights," he stated.
Believes in That Unique Nintendo Flair
Furukawa emphasized Nintendo's dedication to its unique game development approach, which is rooted in decades of experience and a focus on delivering unparalleled gaming experiences. "We have decades of expertise in creating optimal game experiences for our customers," he remarked during the Q&A. "While we are flexible in responding to technological developments, we hope to continue to deliver value that is unique to us and cannot be created through technology alone."
Nintendo's position contrasts with that of other major players in the gaming industry. For instance, Ubisoft has launched Project Neural Nexus NEO NPCs, which leverages generative AI to enhance in-game conversations and interactions with NPCs. Project producer Xavier Manzanares clarified that generative AI is merely a tool, stating, "Something we keep in mind is every new tech that's on our table cannot create games by itself. GenAI is a tool, it is tech. It doesn't create games, it has to be connected to design and it has to be connected to a team that really wants to push something with that tech."
Similarly, Square Enix President Takashi Kiryu sees generative AI as an opportunity to explore new content creation using advanced technologies. Electronic Arts (EA) has also embraced this technology, with CEO Andrew Wilson forecasting that over half of EA's development processes will incorporate generative AI advancements.
