Sega: AI Needs 'Careful Assessment,' Not a Rush

What’s Happening Sega is taking a decidedly measured approach to artificial intelligence, a stark contrast to rivals like Electronic Arts and Ubisoft who have already plunged into generative AI development. During a recent Q&A session following its Q2 financial results, Sega’s leadership addressed AI’s role in game creation. They aim to use it to tackle increasing development costs, but with significant reservations. ## Why This Matters This cautious stance from Sega highlights a critical industry concern: the strong resistance AI often faces in creative areas. This suggests Sega is acutely aware of potential backlash from both its development teams and its dedicated player base. Sega’s leadership stated they will ‘carefully assess appropriate use cases’ for leveraging AI. This indicates a strategic, targeted application, focusing on specific efficiencies rather than a broad, potentially disruptive, implementation. ## The Bottom Line Sega’s strategy signals a thoughtful balance, aiming to harness AI’s benefits for cost efficiency while preserving creative integrity and avoiding alienating its artistic talent. Will this measured approach ultimately prove more sustainable and successful than the rapid adoption seen from some of its competitors?