Sega won't "entrust the creative aspect of games to AI," but uses tech to "improve efficiency" elsewhere

Sega senior executive officer and deputy chief business officer Tsuyoshi Saito said the company is "very cautious" about using generative AI in game development and is "not entrusting the creative aspects of games to AI." Sega is using AI to "improve efficiency" in areas such as publishing and corporate departments, and for generating business ideas. The company established a "Generative AI Committee" last year that includes an "AI Task Force" developing in-house AI tools.