Sega won't "entrust the creative aspect of games to AI," but is using tech to "improve efficiency" in other departments
Sega will not delegate game creativity to AI but uses the technology to enhance efficiency in publishing and corporate roles, with oversight from a dedicated internal committee.
Sega’s senior executive officer Tsuyoshi Saito stated the company remains cautious about integrating generative AI into game development, emphasizing that creative aspects will not be entrusted to AI. Instead, Sega is deploying the technology to streamline operations in publishing and corporate departments, as well as to generate business ideas. Saito highlighted that AI’s role is strictly limited to improving workflow efficiency outside of core creative processes.
The company established a Generative AI Committee last year, led by technical director Taishi Yokoshima, which includes an AI Task Force focused on developing in-house AI tools. This committee also coordinates with Sega’s public relations teams in North America and Europe to address platform disclosure requests regarding AI usage, ensuring transparency across regions.
Sega faced scrutiny earlier this year after generative AI was reportedly used to create background assets for Crazy Taxi: World Tour. Series creator Kenji Kanno clarified that AI’s role was confined to generating ideas and references, with no plans to expand its use beyond that scope in the project.
Crystal Dynamics similarly employed generative AI during the development of Tomb Raider: Legacy of Atlantis, primarily for early prototyping. Experience director Jeff Adams explained that AI helped visualize in-game objects before they entered traditional production pipelines, ensuring all final content remained human-created.