Sega believes that artificial intelligence will enhance the efficiency of development processes; however, the company also recognizes there is "strong resistance" to this technology

Sega, a leading name in the Japanese gaming industry, has announced plans to implement artificial intelligence in game development. However, the company intends to evaluate its application cautiously.

As revealed in the official translation of its investor Q&A, Sega's management stated that AI would be employed in some projects, but selectively, noting the "strong resistance" it faces in some quarters.

This statement came as a response to an inquiry on whether Sega plans to adopt the industry's trend toward larger projects.

The company's leaders mentioned, "While not solely pursuing large-scale project development, we plan to enhance efficiency by utilizing AI." They highlighted the resistance AI might encounter in areas like character design and stressed the importance of careful assessment of where AI can be naturally integrated.

AI usage in gaming has sparked debate, but it is becoming common across the sector. After the AI-driven release of ARC Raiders, Nexon CEO noted that AI use among game developers is widespread. Similarly, Epic's Tim Sweeney encouraged platforms to reconsider marking games created with AI.

There are differing opinions, however. Phil Rogers, Embracer Group's new CEO, recognizes AI as a "powerful" tool but believes "human authorship is final." Testronic's Sharon Baylay-Bell views AI as beneficial but not an all-encompassing solution, particularly in QA, translation, and localization fields.

Conversely, Charles Cecil of Revolution Software described AI as a "mistake" in the making of Broken Sword: Reforged.

For the fiscal year concluding on March 30, 2025, Sega experienced a decrease in net sales, reporting ¥428.9 billion ($2.79 billion), an 8.5% decline compared to the previous year.