Sonic the Hedgehog publisher SEGA has revealed during a Q&A following its Q2 financial results that the company will employ the use of AI in game development, but only in appropriate cases.
When asked about the increasing cost of game development, and whether SEGA will look at ways to make production more efficient, executives confirmed that while AI will be considered, it will only do so in certain cases. SEGA also acknowledged that the application of AI in game development has been a contentious topic in recent years, particularly in art roles.
Rather than fully following the trend toward the large-scale development, we will also pursue efficiency improvements, such as leveraging AI. However, as AI adoption can face strong resistance in creative areas such as character creation, we will proceed by carefully assess appropriate use cases, such as streamlining development processes.
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Recently, the director behind Obsidian’s The Outer Worlds 2 discussed the topic of using AI in game development, stating you ‘shouldn’t outsource the things you’re good at to AI.’ Prior to this, other members of the studio revealed that they ‘haven’t been using it at all.’
Last month, SEGA revealed that it was planning to boost the average monthly salary for all of its staff by 10% starting in April 2026.
[Source – VGC]