While the gaming industry explores generative AI's potential, Nintendo maintains a cautious stance. Concerns over intellectual property rights and their commitment to a unique development approach are driving this decision.
Nintendo President: No Generative AI in Nintendo Games
IP Rights and Copyright Concerns
(c) Nintendo
Nintendo President Shuntaro Furukawa recently announced that generative AI won't be integrated into their games. The primary concern is intellectual property rights. During an investor Q&A, Furukawa discussed AI's role in game development, distinguishing between traditional AI used for NPC behavior and the newer generative AI capable of creating various forms of content. He acknowledged AI's long history in game development, but highlighted the potential IP infringement risks associated with generative AI. Furukawa stated, "It is possible to produce more creative outputs using generative AI, but we are also aware that problems can arise with intellectual property rights."
Generative AI's rise across industries is undeniable. Furukawa explained, "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, the potential for copyright infringement associated with this technology remains a significant hurdle for Nintendo.
The Unique Nintendo Experience
Furukawa emphasized Nintendo's decades-long commitment to crafting unique gaming experiences. He stated, "We have decades of expertise in creating optimal game experiences for our customers. 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."
This position contrasts with other gaming giants. Ubisoft's Project Neural Nexus uses generative AI for NPC interactions, but its producer, Xavier Manzanares, clarified that it's merely a tool. He stated, "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 and EA have embraced generative AI as a tool for content creation and development process enhancement.
