While the gaming industry explores generative AI's potential, Nintendo maintains a cautious stance. Concerns about intellectual property and their commitment to unique game design drive this decision.

Nintendo President: No AI Integration in Nintendo Games

IP Rights and Copyright Concerns Take Center Stage

image (c) NintendoNintendo President Shuntaro Furukawa recently confirmed that generative AI won't be integrated into Nintendo games. The primary reason cited is concern over intellectual property rights. This statement was made during an investor Q&A session focusing on AI's role in game development.

Furukawa acknowledged AI's longstanding presence in game development, particularly for controlling NPC behavior. However, he distinguished between traditional AI and the newer generative AI, capable of creating original text, images, and videos through pattern recognition.

Generative AI's rise across various industries is undeniable. Furukawa explained, "AI-like technologies have long been used in game development, even before the term 'generative AI' became common. They controlled enemy movements, for example."

Despite recognizing generative AI's creative potential, Furukawa highlighted IP rights as a major hurdle. He stated, "While generative AI can boost creativity, intellectual property concerns are significant." This concern likely arises from the potential for generative AI to inadvertently infringe on existing copyrights.

A Commitment to the Unique Nintendo Experience

Furukawa emphasized Nintendo's decades-long commitment to crafting distinctive gaming experiences. He stated, "We have decades of expertise in creating optimal game experiences. While adaptable to technological advancements, we aim to provide unique value that technology alone cannot replicate."

Nintendo's stance contrasts with other gaming giants. Ubisoft's Project Neural Nexus, for instance, uses generative AI for NPC interactions. Project producer Xavier Manzanares clarified that generative AI is simply a tool, stating, "It's a technology, not a game creator. It needs design and a dedicated team to utilize it effectively."

Similarly, Square Enix President Takashi Kiryu sees generative AI as a business opportunity for new content creation. Electronic Arts (EA) also embraces generative AI, with CEO Andrew Wilson predicting its use in over half of EA's development processes.