As the gaming industry explores the possibilities of generative AI, Nintendo is taking a more cautious approach. The company cites intellectual property concerns and its preference for maintaining its distinctive creative philosophy in game development.
Nintendo President Confirms the Company Will Not Use AI in Its Games
Raises Concerns About Intellectual Property and Copyright Issues
Nintendo President Shuntaro Furukawa has confirmed that the company currently has no intention of integrating generative AI into its games, mainly due to intellectual property concerns. He made this statement during a recent Q&A with investors, where the relationship between AI and game development was addressed.
Furukawa noted that AI has long been used in video game development, especially to manage the behavior of non-playable characters (NPCs). Today, the term "AI" is more often linked to generative AI—technology that learns from patterns to produce or regenerate customized content, such as text, images, videos, and other data.
Generative AI has gained importance across various industries in recent years. "In the gaming industry, AI-like technologies have been used for a long time to control enemy character movements. So even before this wave, AI and game development have always been closely linked," Furukawa explained.
While acknowledging the creative possibilities of generative AI, Furukawa also pointed to the legal and copyright challenges it introduces. "We recognize generative AI’s ability to produce more creative results," he said, "but we also see the potential for intellectual property conflicts." These concerns likely stem from the fact that generative AI tools can inadvertently infringe on existing creative works and copyrights.
Relies on the Distinctive Nintendo Touch
Furukawa stressed that Nintendo's game development philosophy is rooted in decades of hands-on experience and a commitment to delivering one-of-a-kind gaming experiences. "We have built decades of expertise in crafting the best possible gaming experiences for our players," he said during the Q&A. "While we remain open to technological advances, our goal is to continue delivering a kind of value that is uniquely ours—something that technology alone cannot replicate."
Nintendo's position contrasts with that of other major players in the industry. Earlier this year, Ubisoft unveiled its Project Neural Nexus NEO NPCs, which uses generative AI to power dynamic in-game conversations and interactions with NPCs. Project producer Xavier Manzanares emphasized that generative AI is only a tool. "We always remember that no new technology, on its own, can make a complete game," Manzanares stated. "Generative AI is technology—a tool. It doesn’t build games by itself. It has to be guided by strong design and a team that knows how to leverage it effectively."
Similarly, Square Enix President Takashi Kiryu sees generative AI as a business opportunity and a way to develop new content using modern tech. Electronic Arts (EA) has also adopted generative AI, with CEO Andrew Wilson predicting that more than 50% of EA’s game development processes will eventually be enhanced by generative AI advances.
