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Nintendo says hard pass on generative AI in gaming


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Just about every industry has been swept by the force of artificial intelligence, the gaming sphere included. Nintendo, however, is making a surprising stand. The gaming giant, known for its beloved franchises like Mario and Zelda, has publicly stated its reservations about using generative AI in its game development process.


Nintendo’s president, Shuntaro Furukawa, addressed this topic during a recent Q&A session at a shareholder meeting. While acknowledging the long-standing use of “AI-like technology” in games for enemy behavior and other mechanics, Furukawa emphasized his concerns surrounding generative AI, especially when it comes to the rights of original works.


The Nintendo boss commented that the company understood the technology “has issues with intellectual property rights.”


Furukawa also emphasized Nintendo’s accumulated wealth of creative strengths, where it has amassed “decades of know-how” in crafting engaging gameplay. Although the brand would “remain flexible” in embracing technological advances, it endeavors to focus on delivering unique value that AI alone cannot replicate.






Image: Garn Phakathunya | Dreamstime.com

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