Key information
Sega has officially stated that it will not entrust the creative elements of its game development to generative AI. Tsuyoshi Saito, a senior executive officer, emphasized that the company remains very cautious regarding the implementation of such technology within its core development processes.
While creative work remains human-led, the company is actively utilizing AI to boost efficiency in corporate and publishing departments. Furthermore, Sega has established a Generative AI Committee and an internal task force dedicated to developing proprietary AI tools to support these operational goals.
The company previously faced public scrutiny regarding the use of AI for background assets in Crazy Taxi: World Tour. Series creator Kenji Kanno clarified that the technology was employed strictly for conceptualization and reference purposes rather than final production.
Sega continues to coordinate with international public relations teams to address transparency requirements from distribution platforms. This approach aligns with broader industry practices, such as those at Crystal Dynamics, which uses AI solely for early prototyping before transitioning to traditional human-led production pipelines.
