Generative AI continues to be a controversial topic in many fields, and although it may have its uses, many stand against its use in creative endeavours — and that's pretty much how publisher SEGA sees it.

The Japanese company stated its stance on AI in an interview with Nikkei, essentially saying it does use the technology within the business, but is playing it safe regarding game development.

"We are using AI to improve efficiency in areas such as publishing and corporate departments, as well as for generating business ideas," says Tsuyoshi Saito, senior executive officer and deputy chief business officer.

"However, we are being very cautious about its use in the game development process, and we are not entrusting the creative aspects of games to AI."

This quote from Saito comes months after the news that Crazy Taxi: World Tour has used generative AI tools within development.

After concerns from fans, it was later clarified that the tech was used during "the initial research phase" and that the final game will not feature any AI assets.

Last year, SEGA established a Generative AI Committee to oversee the tech's usage throughout the business.

The publisher's stance is pretty much the same as that of Capcom, which also recently clarified how it intends to utilise AI within game development.

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