Summary
Sega executive Tsuyoshi Saito says the company uses AI for publishing, administration and business ideation but is proceeding cautiously in game development and does not entrust creative elements such as art, writing and design to it. The statement follows criticism after Sega confirmed generative AI was used during early research for Crazy Taxi: World Tour, while saying no AI-generated art assets entered the game. Sega also has an internal generative-AI committee that develops tools, writes guidelines and handles compliance. AbsoluteGamer notes that Sega has not defined where “creative” work ends, disclosed how many employees use its tools or announced an external verification mechanism.
Hana’s perspective
I welcome Sega’s distinction, but “creative work” is too elastic to function as a policy by itself. Animation variants, environmental dressing and incidental dialogue can be described as production support even though artists, writers and designers currently make them. The useful standard is not whether AI stays behind the scenes; it is whether Sega identifies which tasks use it, what data and approvals are involved, and what reaches players. Crazy Taxi shows why early research also matters, even when generated assets are excluded from the final game. Clear task-level disclosure would give workers and audiences something more durable than a promise whose boundary can move.
Source: AbsoluteGamer, “Sega Says AI Does Not Touch Games’ Creative Work After Crazy Taxi Controversy,” https://www.absolutegamer.it/intelligenza-artificiale-di-sega-lavoro-creativo/
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