Major video game publishers are integrating generative AI tools into development, from dialogue creation to visual assets. Companies such as Ubisoft, EA, Activision, Nexon and Square Enix tout the technology as a way to accelerate production and cut costs. However, players and some critics have pushed back, citing low‑quality AI‑generated content and a desire for human‑crafted experiences. Executives argue the tech is a competitive edge, while developers stress it is used mainly for concept work. The debate highlights a tension between economic pressures and creative authenticity in the industry. Read more →