The CEO of Embracer has expressed that although AI is a "powerful" tool, "human authorship is final"

Phil Rogers, CEO of Embracer, emphasized the importance of adopting generative AI responsibly, ensuring it is implemented ethically and sustainably.

During the Annual General Meeting, Rogers highlighted the necessity of integrating AI technologies, especially given the rising costs and growing expectations within the gaming industry. He asserted that the challenge lies in how companies lead with AI. For this "powerful technology" to be successful, he noted, ethics must align with business practices.

Rogers pointed out that the impact of AI is already evident. Several of their studios have been experimenting with AI over recent years, now seeing significant productivity improvements by overcoming development bottlenecks.

While discussing efficiencies like reducing mocap filming times by 50%, Rogers cautioned that AI-generated art still requires significant human fine-tuning.

He remarked that while there's concern about AI's role, the greater risk is utilizing it without a solid ethical foundation. Players, he said, don't want generic content, and creatives need protection. The message was clear: human creativity and oversight remain paramount.

Rogers likened AI to a co-pilot, emphasizing that final creative decisions rest with human developers. He views AI as a transformative tool enhancing efficiency and creativity, leading to better game experiences for players.

Echoing this sentiment, Sharon Baylay-Bell, chief of Testronic, noted that while AI accelerates processes, it should not be considered the ultimate solution.