Nintendo Rejects Generative AI for Games

While the gaming industry probes the potential of generative AI, Nintendo remains cautious due to concerns over IP rights and the company's preference for its unique approach to game development.

Nintendo President Says It Won't Integrate AI in Nintendo GamesExpressed Concerns Over IP Rights and Copyright Infringement

image (c) Nintendo

Nintendo President Shuntaro Furukawa stated that the company presently has no plans to integrate generative AI into its games, mainly because of worries about intellectual property (IP) rights. This declaration occurred during a recent Q&A with investors, where Furukawa addressed the relationship between AI and game development.

Furukawa recognized that AI has consistently been important in game development, especially in managing non-playable characters' (NPCs) actions. The term artificial intelligence, "AI," is now more frequently linked with generative AI, capable of producing and reproducing bespoke content like text, images, videos, or other data via pattern recognition.

Generative AI has risen to prominence across various industries recently. "In the game industry, AI-like technologies have long been used to control non-player character movements, so game development and AI have been intertwined even before," Furukawa explained.

Despite acknowledging the creative potential of generative AI, Furukawa noted the difficulties it presents, especially concerning IP rights. "It is possible to generate more creative outputs using generative AI, but we are also aware that issues can arise with intellectual property rights," he said. This concern may derive from the fact that generative AI tools can be used to violate existing works and copyright.

Believes in That Unique Nintendo Flair

Furukawa stressed that Nintendo's approach to game development stems from decades of experience and a dedication to providing distinctive gaming experiences. "We possess decades of expertise in crafting optimal game experiences for our customers.," he stated during the Q&A. "While we are adaptable in responding to technological advancements, we aim to continue delivering value that is unique to us and cannot be replicated through technology alone,"

Nintendo's position differs from that of other gaming behemoths. Earlier this year, Ubisoft introduced Project Neural Nexus NEO NPCs, which uses generative AI to simulate in-game dialogues and interactions with NPCs. Project producer Xavier Manzanares emphasized that generative AI is merely a tool. "Something we keep in mind is every new technology that's on our table cannot create games by itself," said Manzanares. "GenAI is a tool, it is technology. 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 leverage that technology."

Similarly, Square Enix President Takashi Kiryu views generative AI as a business opportunity to create new content using state-of-the-art technologies. Electronic Arts (EA) has also adopted generative AI, with CEO Andrew Wilson predicting that over half of EA's development processes will benefit from advancements in generative AI.