Key information
SEGA is currently integrating artificial intelligence into its corporate operations to enhance internal efficiencies. Tsuyoshi Saito, a senior executive officer and deputy chief business officer, confirmed that the company utilizes these tools for business idea generation and within its publishing departments.
Despite the industry-wide trend of adopting AI to streamline development workflows, SEGA maintains a strict boundary regarding creative tasks. Saito emphasized that the studio remains cautious and will not delegate the core creativity of its game development process to AI systems.
While the company currently avoids AI for creative output, the report notes that this stance does not definitively rule out the future use of AI-generated assets or placeholders. Other studios, including Pearl Abyss and Sandbox Interactive, have previously incorporated such elements into their projects.
This approach contrasts with other major publishers like EA and Capcom, which have openly acknowledged plans to use AI to accelerate their development pipelines. SEGA's current strategy focuses on administrative and business-side improvements rather than replacing human creative efforts.
