Nintendo says generative AI can be used in ‘innovative ways’ but highlights intellectual property issues


Nintendo has spoken out on the controversial issue of generative AI in video game development, outlining its pros and cons.

IN Shareholder Questions and AnswersNintendo President Shuntaro Furukawa was asked about the company’s AI initiatives. In response, Furukawa said that generative AI can be used “in creative ways,” but said its apply “also raises intellectual property issues.”

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Artificial intelligence and its application in games is one of the hottest topics in the video game industry, and some studios are dealing with this topic praising AI-generated NPCs Or Creating levels using artificial intelligenceOthers have raised concerns about the potential impact on jobs, particularly in the arts, quality assurance and productivity.

So far, artificial generative intelligence drawn criticism from players and Creators due to a mix of ethical issues, rights issues, and AI’s struggles with producing content that audiences actually like. For example, Keywords Studios tried to create an experimental game internally using only AI. The game failedwith Keywords telling investors that artificial intelligence “cannot replace talent.”

Shuntaro Furukawa (right) and Shigeru Miyamoto (left). Photo: KAZUHIRO NOGI/AFP via Getty Images.

As for Nintendo preparing to unveil and release a successor to its Switch console, Furukawa said the company is “open to leveraging technological advancements” but will “work to continue to deliver value that is unique to Nintendo and cannot be created through technology alone.”

Here is the full text of Furukawa’s statement:

In the gaming industry, AI-like technologies have long been used—for example, to control the movements of opponents’ characters—so I think that game development and AI technology have always had a close relationship. Generative AI, which has recently become a scorching topic, can be used in innovative ways, but we recognize that it can also cause intellectual property issues.

We have decades of experience creating the best gaming experiences for our players. While we are open to leveraging technological advancements, we will work to continue to deliver value that is unique to Nintendo and cannot be created by technology alone.

Nintendo is making a mixed statement as its competitors in the video game console space are betting everything on AI. Microsoft, for example, is reportedly building an Xbox AI chatbot that will automate support tasks like issuing game refunds, dealing with broken consoles and subscription issues, and answering questions about error codes.

Meanwhile, PlayStation Productions CEO and PlayStation Studios Product Manager Asad Qizilbash weighed in on AI say its apply in video games is essential to Gen Z and Gen Alpha gamers who seek “personalization in every way.”

While we are open to leveraging technological advances, we will work to continue to deliver value that is unique to Nintendo and cannot be created through technology alone.

“For example, NPCs in games could interact with players based on their actions, making the game feel more personal,” Qizilbash said. “That’s important for younger audiences like Gen Z and Gen Alpha, who are the first generations to grow up digitally and are looking for personalization in everything, and for experiences that feel more meaningful.”

Earlier, EA boss Andrew Wilson told the investment community that “over 50% of our development pipeline will be positively impacted by advances in generative AI.” Wilson, who oversees EA Sports FC, The Sims and BioWare games, added that AI will make game development “more efficient,” revealing that EA Sports FC developers can now create stadiums in six weeks, up from six months.

The Witcher voice actor Doug Cockle has also expressed caution and frustration over the growing presence of AI in the video game industry, calling it “inevitable” but “dangerous.”

Wesley is the UK News Editor for IGN. Find him on Twitter @wyp100. You can contact Wesley at or confidentially at

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