The AI state of play: AI laws and game development

Generative AI is increasingly embedded in game development while laws, regulations and guidelines around it multiply, leaving studios to manage specific legal risks alongside changing rules. The article walks through key areas including IP infringement risk from LLMs, tightened AI rules for performers, data privacy risk, ownership of AI outputs, and advertising and deepfake regulation. The long-running 2024/25 SAG-AFTRA strike ended in an agreement restricting AI use with a performer's voice or likeness, including express consent and compensation requirements.