Phil Rogers, CEO of Embracer, emphasizes the need for ethical and sustainable implementation of generative AI in the gaming industry. Speaking at the Annual General Meeting, he highlighted that the focus has shifted from whether companies will adopt AI to how they will do so effectively. While acknowledging AI’s potential to boost productivity by eliminating development bottlenecks, he stressed that it should enhance—not replace—human creativity. Rogers cited motion capture technology as an example where AI can significantly reduce filming time.
He warned against the risks of using AI without a strong ethical framework, emphasizing the importance of protecting intellectual property and ensuring human authorship remains dominant in the creative process. Both Rogers and Testronic’s Sharon Baylay-Bell envision AI as a strategic catalyst that can drive efficiency and amplify creativity in game development, but they caution that it is not a standalone solution. The duo urges for a balance between innovation and ethical considerations in AI adoption.
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