Sega says it will use AI in game development, but only in ‘appropriate use cases’

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Thu, 04 Dec 2025 10:39:11 +0000

Sega plans to incorporate AI into game development but will limit its use to appropriate cases, focusing on efficiency rather than large-scale projects. The company acknowledges the contentious nature of generative AI, particularly in creative roles, and emphasizes careful assessment of its applications. Concerns about the impact of AI on hiring and creativity are echoed by industry figures, highlighting the need for a balanced approach to AI in game development.

2025-12-04 | GameSpot: Sega Says It Will "Leverage AI" In Game Development When Appropriate

Sega plans to incorporate artificial intelligence in its game development processes when appropriate, aiming to improve efficiency amid rising development costs. During a Q&A after its Q2 financial results, Sega executives emphasized a careful approach to AI, particularly in creative areas like character creation. This aligns with a broader industry trend, as a September 2025 survey indicated that 51% of Japanese developers are utilizing AI in some capacity.

2025-12-04 | Eurogamer: Sega acknowledges "strong resistance" as it turns to AI, but says it'll use technology 'appropriately'

Sega plans to incorporate AI into its development processes for efficiency improvements, as stated in its Q2 earnings report. The company acknowledges potential resistance in creative areas like character creation and intends to proceed cautiously. While some publishers embrace AI, Sega aims to identify appropriate use cases, such as streamlining development. A recent survey indicated over half of Japanese game companies are already utilizing AI, despite criticism faced by some studios for extensive use.

2025-12-05 | GamesIndustry.biz: Sega says AI will make development efficient, but acknowledges "strong resistance" to the tech

Sega plans to incorporate AI in game development while exercising caution due to "strong resistance" to the technology. In a recent investor Q&A, management emphasized selective use of AI to improve efficiency without fully committing to large-scale projects. The company reported net sales of ¥428.9 billion ($2.79 billion) for the year ending March 30, 2025, reflecting an 8.5% decline year-on-year.