Nintendo’s Shigeru Miyamoto has said the company would rather go in a “different direction” than the rest of the video game industry when it comes to AI.
Generative AI is one of the hottest topics in the creative industries right now and a burning issue within video game development itself. Apart from ethical and copyright issues, labor unions have expressed concern about the potential for generative AI to replace jobs, and video game performers have called for increased protections against its use.
Earlier this month, EA CEO Andrew Wilson said AI is "the very core of our business" — a comment IGN subsequently explored in more detail. But according to Miyamoto, Nintendo has a different outlook.
In an interview with The New York Times, Miyamoto brought up AI himself as an example of something where Nintendo would rather do things differently than its peers.
“It might seem like we are just going the opposite direction for the sake of going in the opposite direction, but it really is trying to find what makes Nintendo special, Miyamoto said.
“There is a lot of talk about A.I., for example,” he continued. “When that happens, everyone starts to go in the same direction, but that is where Nintendo would rather go in a different direction."
Miyamoto’s comments follow those made by Nintendo president Shuntaro Furukawa in July, when he said generative AI can be used “in creative ways,” but its use “also raise issues with intellectual property rights.”
“We have decades of know-how in creating the best gaming experiences for our players,” Furukawa added. “While we are open to utilizing technological developments, we will work to continue delivering value that is unique to Nintendo and cannot be created by technology alone.”
They also come amid what appears to be a purge of AI-generated images showing Nintendo mascot Mario doing non-family friendly things.
Meanwhile, Nintendo’s video game console rivals are all-in on AI. Microsoft, for example, is reportedly making an Xbox AI chatbot to automate support tasks such as game refunds, deal with broken consoles and subscription issues, and answer questions about error codes.
And head of PlayStation Productions and head of product at PlayStation Studios Asad Qizilbash weighed in on AI to say its use in video games is important to Gen Z and Gen Alpha gamers who seek "personalization across everything."
"For instance, non-player characters in games could interact with players based on their actions, making it feel more personal,” Qizilbash said. “This is important for the younger Gen Z and Gen Alpha audiences, who are the first generations that grew up digitally and are looking for personalization across everything, as well as looking for experiences to have more meaning."
Photo by Leon Bennett/FilmMagic.
Wesley is the UK News Editor for IGN. Find him on Twitter at @wyp100. You can reach Wesley at wesley_yinpoole@ign.com or confidentially at wyp100@proton.me.
