Nintendo Says Generative AI Can Be Used in ‘Creative Ways,’ but Highlights IP Issues

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Nintendo has commented on the controversial topic of generative artificial intelligence in video game development, outlining the pros and cons as it sees them.


In a shareholder Q&A, Nintendo president Shuntaro Furukawa was asked about the company’s initiatives involving AI. In response, Furukawa said generative AI can be used “in creative ways,” but said its use “also raise issues with intellectual property rights.”

Artificial intelligence and its uses in games is one of the hottest topics within the video game industry, with some studios touting AI-generated NPCs or AI-driven level creation, Others have expressed concern about its potential impact on jobs, particularly in art, quality assurance, and performance.

Generative AI thus far has drawn criticism from players and creators due to a mix of ethical issues, rights issues, and AI’s struggles to produce content audiences actually enjoy. For instance, Keywords Studios attempted to create an experimental game internally using entirely AI. The game failed, with Keywords citing to investors that AI was “unable to replace talent.”


As for Nintendo, which is readying the reveal and release of the Switch successor console, Furukawa said the company is “open to utilizing technological developments,” but will “work to continue delivering value that is unique to Nintendo and cannot be created by technology alone.”

Here’s Furukawa’s statement in full:

In the game industry, AI-like technologies have long been used — for example, to control the movements of opponent characters — so I believe that game development and AI technology have always had a close relationship. Generative AI, which is becoming a big topic recently, can be used in creative ways, but we recognize that it may also raise issues with intellectual property rights.

We have decades of know-how in creating the best gaming experiences for our players. While we are open to utilizing technological developments, we will work to continue delivering value that is unique to Nintendo and cannot be created by technology alone.

Nintendo’s mixed statement here comes as its video game console rivals go all-in on AI. Microsoft, for example, is reportedly making an Xbox AI chatbot to automate support tasks such as game refunds, deal with broken consoles and subscription issues, and answer questions about error codes.

Meanwhile, head of PlayStation Productions and head of product at PlayStation Studios Asad Qizilbash weighed in on AI to say its use in video games is important to Gen Z and Gen Alpha gamers who seek "personalization across everything."

While we are open to utilizing technological developments, we will work to continue delivering value that is unique to Nintendo and cannot be created by technology alone.

"For instance, non-player characters in games could interact with players based on their actions, making it feel more personal,” Qizilbash said. “This is important for the younger Gen Z and Gen Alpha audiences, who are the first generations that grew up digitally and are looking for personalization across everything, as well as looking for experiences to have more meaning."

Earlier this yeah, EA boss Andrew Wilson told the investment community that “more than 50% of our development processes will be positively impacted by the advances in generative AI.” Wilson, who oversees EA Sports FC, The Sims, and BioWare games, added that AI will make game development “more efficient”, revealing that the EA Sports FC developers can now make stadiums in six weeks rather than six months.

The Witcher voice actor Doug Cockle has also expressed caution and frustration at the growing presence of AI within the video game industry, calling it "inevitable" but "dangerous."


Wesley is the UK News Editor for IGN. Find him on Twitter at @wyp100. You can reach Wesley at [email protected] or confidentially at [email protected].