Embracer CEO emphasizes that although AI is a "powerful" resource, "human authorship is final"

Phil Rogers, CEO of Embracer, emphasized the need for "smart implementation of generative AI" in a manner that aligns with ethical standards and sustainability.

Speaking at the company's Annual General Meeting, Rogers highlighted the inevitable adoption of AI in an industry grappling with rising development expenses and high player expectations. He noted the significance of merging ethics with "powerful technology" for success, stating that they are inseparable in business.

Rogers pointed out that the integration of AI is already underway, with several studios having tested it over the past two years, observing notable productivity gains. He explained how AI is helping to alleviate development delays, specifically highlighting motion capture as a process that can be expedited significantly, although he cautioned that human input is crucial, even in AI-generated art.

Addressing concerns from developers and players, Rogers acknowledged existing anxieties but argued that the true risk lies in using AI without strong ethical guidelines. He stated that players are not interested in uninspired content, and developers seek creative liberty for innovation while preventing plagiarism and nurturing intellectual properties.

Emphasizing their commitment to ethical standards, Rogers asserted that human creativity remains paramount, and developers will maintain control over their projects. "AI is a collaborator, not a leader," he affirmed.

Rogers expressed that AI serves as a strategic tool, offering a transformative impact on efficiency and creativity, which is vital for meeting player demands with more consistency and enhanced profitability.

Additionally, Testronic chief Sharon Baylay-Bell added her perspective, stating that "AI is an accelerant; it's not the answer."