Embracer Group, which deals with video games, seems to accept the rise of artificial intelligence: In its latest annual report, the company laid out a plan to integrate AI into its future work, saying that the technology “has the potential to improve the development of games by multiplying its use. content” and “adding smart features, customization, and optimization to the game experience.”
The use of generative AI in game development is a complex topic to say the least. In short, most creative brands don’t care to put it mildly, but expensive guides do; some people say it will put people out of work (you don’t have to pay a machine to spit out a picture, after all), while others (again, expensive executives) insist, to borrow a phrase, no. I will not.
Regardless of where you come from on the same divide, efforts to integrate it into the game’s development have been heavily criticized: Blizzard recently went so far as to assure players that they will not use artificial intelligence in World of Warcraft. But this does not exclude Embracer, which said that the rapid growth of large language models (LLMs) has led to the creation of AI that can do greater things than before, “such as seeing complex forms, support with advanced documents, and perhaps many. In particular, bringing more communication like people. “
Multiplication isn’t what makes Embracer adopt AI: Everyone else is doing it, too, and hey, Embracer doesn’t want to miss the boat.
“Of course, one of the biggest risks for the company is not to use AI, because that could mean competing with other industry players,” said Embracer privacy and AI chief executive Tomas Hedman. “Many companies will move forward with AI integration in different ways. For us, it’s the way we do it that’s really important.”
“We don’t want to replace people with AI, we want to empower them,” said Hedman, explaining Embracer’s ‘approach’. “This is at the core of our approach to empowering people to use what we can with AI.
“Not only will AI make our developers more productive, but also to be more efficient in other tasks, it will also open up writing to a larger group of developers. Entering the industry will be easier for people with disabilities who, for example, cannot use the keyboard as easily as others.”
Good accessibility is a great result, but the real goal seems to be elsewhere: Hedman said that as AI models progress, “we can increase their ability in production,” in tasks such as “identifying inconsistencies in text and storytelling,” and helping production teams “scriptwriting, creating images, creating ideas, controlling behavior, etc.” -work, which I cannot know, that is already being done by people: writers, designers, artists, testers, etc.
Hedman believes that the influence of AI will not only be seen in the background, but also visible to the players. “When the models become like people, the interaction between the players and the tasks supported by AI will be very strong. If in the game you have a conversation, the AI ​​can remember this next time. This makes all games more fun and interesting. like life.”
Okay, but to argue:
Whether we like it or not, the use of artificial intelligence is already on the rise: A recent GDC survey found that 31% of game developers are already using it, and the genie isn’t going back into the bottle. But I think there’s a limit to what can happen and what can’t match the stellar promises being made: Neither Nvidia’s AI demo nor Ubisoft’s magical NEO NPCs come close to convincing me that AI-generated NPCs will deliver. a better, more interesting interaction than a well-written letter.
An entirely different question is whether the “people-centric approach” to AI will stand up to pressure when quarterly financial numbers don’t rise as quickly as people would like. Embracer also said in its report that it fired 1,583 people last year due to financial failure of $ 2 billion in 2023. recently, Pieces Interactive.
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