A recent study reveals that more than 90% of gamers consider interacting with AI-driven non-player characters (NPCs) to be "enjoyable and rewarding"

A study by the University of Bristol along with Meaning Machine reveals that gamers appreciate engaging with AI-driven non-player characters in video games. The research involved 68 participants—31 men, 31 women, and seven non-binary individuals—who played the murder mystery game Dead Meat, which involves questioning suspects. The findings showed that 95% of participants enjoyed the experience, and 97% found it rewarding.

Three-quarters of the participants felt that the game allowed for self-expression and making significant choices. This perception was consistent among different types of games assessed in the research. Participants noted that the AI characters in Dead Meat enabled creative freedom, as evidenced by one participant's comment about the satisfaction of creating their own questions.

Nevertheless, researchers pointed out that the lack of clear guidance might make the freedom overwhelming. As one player noted, while the creative freedom was initially thrilling and immersive, it also felt daunting.

The study's leading researcher, Dr. Richard Cole, emphasized the importance of understanding player sentiments on AI usage in games, aiming to ground often emotionally charged discussions about AI. Thomas Keane, co-founder of Meaning Machine, observed that while some resist AI's impact on creativity, using AI to create entirely new interactive experiences paints a different picture.

There has been resistance against certain AI applications in game development. Notably, Epic's game Arc Raiders faced criticism for using AI-generated voice lines, and BAFTA-winning actor Jane Perry expressed concerns about AI's threat to voice actors. At the end of the year, a detailed paper will be released, which will include an analysis of another Meaning Machine game titled Blood Will Out, which employs a more advanced technology platform.