Gaming News
Sega Rules Out Generative AI for In-Game Creativity
Ongoing
Photo: Lisha Dunlap, Pexels All clips and posts below are embedded from their original sources.
“we are being very cautious about [AI’s] use in the game development process, and we are not entrusting the creative aspects of games to AI.”
via kotaku.com
Background
Sega established a 'Generative AI Committee' in 2025 to oversee the company's use of AI, develop tools, and establish guidelines. The committee's existence was revealed at a CEDEC talk, where the company explained that generative AI is deeply integrated into daily operations, including chatbots, image generation, and video generation.
The governance system includes members from Sega's public relations and legal departments in each region because views on generative AI differ across different regions of the world.
Earlier this year, controversy arose when Sega's Crazy Taxi: World Tour revealed it had used genAI in the game's creation. Additionally, MMO Phantasy Star Online 2: New Genesis confirmed the use of AI as a productivity tool and for an in-game conversation function.
The timeline
-
Sega executive states AI is not used for creative game aspects
Sega senior executive officer and deputy chief business officer Tsuyoshi Saito reportedly told Nikkei that Sega is being very cautious about AI's use in game development. He reportedly stated that the company is not entrusting the creative aspects of games to AI, while appearing to confirm that AI is used to improve efficiency in publishing, corporate departments, and for generating business ideas.[1]
Our read of the evidence
Mostly unverified. On October 6, 2026, a Sega executive stated that the company will not use generative AI for in‑game creativity, according to a report from Kotaku. No primary source has confirmed the statement; it rests solely on that report. The claim remains pending further verification.
Our rating counts evidence, not opinions about anyone: events confirmed by a primary source (the person's own post, their official site, a court or government record) weigh most, then how many independent outlets report the story.
Frequently asked
Does Sega use generative AI for game art?
No, Sega is not entrusting the creative aspects of games to AI. According to Tsuyoshi Saito, the company is being very cautious about AI's use in the game development process and does not allow generative AI to be involved in the creation of anything that appears in its games.
Where does Sega use AI internally?
Sega uses AI to improve efficiency in areas such as publishing and corporate departments. The company also uses it for generating business ideas, according to senior executive officer Tsuyoshi Saito.
Did Crazy Taxi: World Tour use AI for assets?
No actual in-game assets were created by AI. According to Kotaku, it was clarified that AI tools were used only for reference, despite earlier confusion and reports from Game Informer that genAI was used for background assets.
When was Sega's Generative AI Committee established?
The committee was established in 2025. VGC points out that Sega created this committee to oversee the company's use of AI, develop tools, and establish guidelines around their use.
More related drama (4)
Sources (2)
Cite this timeline
This timeline compiles 1 dated events from 2 sources. If it helped your reporting, cite it:
GenZHype. “Sega Rules Out Generative AI for In-Game Creativity.”
GenZHype, 6 October 2026,
https://genzhype.com/gaming/sega-rules-out-generative-ai-for-in-game-creativity/.