As the gaming industry embraces generative AI, Nintendo remains wary, citing intellectual property concerns and its commitment to a distinctive development approach.

Nintendo President Rules Out AI Integration in Games

Concerns Over Intellectual Property and Copyright Issues

Nintendo President Shuntaro Furukawa announced that the company has no plans to adopt generative AI in its games, primarily due to intellectual property (IP) concerns. Speaking at a recent investor Q&A, Furukawa addressed the relationship between AI and game development.

Furukawa noted that AI has long been integral to game development, especially for managing non-playable character (NPC) behaviors. However, the term "AI" now often refers to generative AI, which produces customized content like text, images, or videos through pattern recognition.

Generative AI has become increasingly prominent across industries. "In gaming, AI-like technologies have historically driven enemy character actions, so AI and game development have always been intertwined," Furukawa explained.

While acknowledging generative AI’s creative potential, Furukawa highlighted its challenges, particularly with IP rights. "Generative AI can enable more creative outputs, but it also raises issues with intellectual property rights," he said, noting the risk of copyright infringement.

Commitment to Nintendo’s Unique Style

Furukawa underscored Nintendo’s decades-long expertise in crafting distinctive gaming experiences. "We’ve honed our craft over years to create unparalleled gaming moments for our players," he said during the Q&A. "While we adapt to new technologies, our focus remains on delivering unique value that technology alone cannot replicate."

Nintendo’s stance contrasts with other industry leaders. Ubisoft, for instance, launched Project Neural Nexus NEO NPCs, leveraging generative AI for dynamic in-game NPC interactions. Project producer Xavier Manzanares emphasized that AI is just a tool: "New technology can’t create games on its own. Generative AI must align with design and a team dedicated to pushing its potential."

Likewise, Square Enix President Takashi Kiryu sees generative AI as an opportunity to innovate content creation. Electronic Arts (EA) CEO Andrew Wilson also predicts that generative AI will enhance over half of EA’s development processes.