EA, take-two and CDPR worried about using AI due to backlash

Some of the biggest names in the gaming industry, including take-two Interactive and Electronic artHas recognized the use of AI technology in game development as a multifaceted risk, not least because many players feel a strong dislike against such solutions. And while EA and some of its largest rivals still see artificial intelligence as the way forward, they continue gently with its integration into everyday methods.

The earliest video games that exploit content automation technologies go back to the 1980s, when developers first began experimenting with things like procedure production. However, it was not until the 2010 century that such solutions really started to gain momentum and develop into more sophisticated systems. In the case of large language models (LLMS), the release of GPT-2 2019 marked a turning point and fun projects such as 2019 AI Dungeonwho showed the potential of generative AI to pursue not only level design but stories. Since then, the technology industry has also produced solutions to utilize AI to create illustrations, structures and voice, including the media.

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Although progress on this front shows no signs of slowing down, many vocal players are basically the opposite idea of ​​generative AI. Large developers and publishers are not unaware of this fact, after starting to recognize the use of GAI solutions such as Bona Fide business risks. As pointed out by Bloomberg's Jason Schreier, 2025 describes the iteration of take-two's annual 10-k-archiving AI Tech so quickly transforms game development, but at the expense of potential reputation injuries and other disadvantages. “The use of this new and emerging technology, which is in its early stages of broader commercial use, provides social and ethical issues that can lead to legal and reputation damage and responsibility,” reads the company's application.

Gaming publisher recognizes ethical problems with generative ai

Electronic Arts' own 10-k-archiving includes a similar investment disclosure and warns that the company's adoption of AI tools may pose reputation, partly because of the “social and ethical issues” that are linked to such techniques. The statement refers to broader concerns that generative AI may contribute to widespread labor losses while relieving strongly on the unpredicted and uncompensated use of the creative work of the human artists. Despite these risks and problems, EA has for several years claimed that the video game industry will be a “great recipient” by AI.

The risks of using AI in game development have previously been discussed by some other major names in the sector, including CD projects. During a new investment presentation, joint CEO Michał Nowakowski identified Generative AI as “quite tricky when it comes to legal IP ownership.” This restriction is the reason why the studio's next game, The Witcher 4will not use such solutions.

AI use in game development shows no signs of slowing down

While companies generally recognize these problems as significant, they do not seem to be worried enough to slow the assumption of generative AI at the industry level. On the contrary, an increasing number of developers experiment with and embrace AI every year and aim either to replace developers and artists or increase their productivity. According to a new study from Market.Us, the generative AI gaming market is expected to grow into an industry of $ 11.11 billion in 2033, a ten -fold increase compared to 2023.

Source: Market.us

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