Sega Appears To Rule Out Using GenAI For All In-Game Creativity

Sega senior executive officer Tsuyoshi Saito told Nikkei that the company is being very cautious about AI in game development and is not entrusting the creative aspects of games to AI. Sega still uses AI to improve efficiency in publishing and corporate departments and for generating business ideas, and it created a "Generative AI Committee" in 2025. Saito also said Sega has been considering how to engage with indie game developers, hoping to coexist by leveraging its distribution network and marketing expertise.