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Swedish video game and media holding company Embracer Group has adopted a new AI policy, leveraging models to "massively enhance" development. The company hopes this will produce more immersive, engaging games, offering players a "unique, dynamic, and personalised experience".
Noted by Game Developer, Embracer announced the new initiative in its annual report. The firm says it knows the risks involved with the speculative technology but that the benefits outweigh them: "We see great opportunities for AI in game development speed, logistics, and planning. Embracer Group also understands the potential risks associated with the use of AI. [It] can also be used within areas such as logistics or HR to improve planning, decision-making, support talent acquisition and enhance employee experiences or retention."
Embracer claims this adoption will "empower" developers under its umbrella to create "more powerful experiences in the same amount of time". Further, the firm says it doesn't want to replace its remaining employees, going so far as to suggest this move will actually open the door for new hires: "It's not just that AI enables our developers to do even more and to become more efficient on certain tasks, it will also open up coding to a broader group of developers. Entry into the industry might be easier for individuals with disabilities who, for instance, cannot use a keyboard as easily as others."
According to Embracer's head of privacy and AI governance, Tomas Hedman, the company's "risk-aware approach" towards the tech is all about being aware of the pitfalls. He then lists why adopting an AI policy might cause future headaches for the company: "AI may also produce unethical, biased, discriminatory, or completely wrong results if it has not been properly trained, instructed, or used for purposes it was not designed. Additionally, AI-generated material is not patentable or copyrightable, meaning we must understand how the material is produced, especially by third parties, since such material may produce serious copyright or intellectual property issues with the final product."
Do you think Embracer is the company that threads this particular needle? Will adopting AI result in better games for the firm? Let us know in the comments section below.
[source embracer.com, via gamedeveloper.com]
Comments 28
Onto the list of corporations to never buy from, you go.
Embracer also claimed it would do well after swallowing hundreds of teams. Look how that went... AI is obviously an enormously helpful tool though.
it wont enhance game development but it might make it cheaper
embracer has to be the most misguided and out of touch publisher out there, right? thousands of layoffs, 7 studios closed and 30-ish games cancelled recently and this publisher is going all in on an unproven business model and reliance on AI? if you are mismanaged to such an extent and don't know how to put out a finished product of decent quality, AI is not going to help you get there.
Iβm sure embracer group will find a way to layoff the ai to.
Theyβre going to end up creating Skynet through sheer incompetence. Theyβre a fascinating combination of evil and stupidity.
You canβt fix stupid.
A head of security and AI Governance called βHedmanβ sounds like an AI already - I reckon theyβre being run by AI already. It would explain their decision making over the years.
They've shown themselves capable of incredible restraint thus far, so I can't imagine them overstepping with ai implementation, lol.
@trev666 they don't know those are different things. Seems like someone should tell Embracer that those are different things.
Make huge savings developing a game using AI which is bad or mediocre and it wont sell - You might as well not make it at all and save even more money!
Embracer seems to be in a bad state financially wise right now, and necessity begets ingenuity.
People here complain about both 70 dollar price tags and long waiting for new games due to long development times. Maybe AI can not only be considered a βjob killerβ, but also a new tool which helps to accelerate development processes and to enhance productivity of the given staff.
These companies should stop lying it's all about getting the games out cheaper. It's not for quality and how does AI make games more personally tailored?
@Max_the_German Yeah Embracer will make it better for us if one company is a joke it's Embracer. Let's hope they go bankrupt soon so they can't buy and destroy more developers.
Every "product" made by AI should be marked and allowed to be paid by AI generated money.
Or are we on the dawn of "AI free product" mark era???
Maybe AI is already in charge over at Embracer, and they are just trying out some of the early decisions on us to see if they fly.
They might not be wrong about that, but I wouldn't consider Embracer to be or have experts on that matter. I wonder if such random statements can even be considered news
It's gonna take these mega-corps years and billions of dollars to realize, we aren't interested in mass consumption of games. This isn't the movies or comics. Quality is far more important than quantity.
Mr. Bean- The video game publishers version.
This guy is dangerously dumb, you can't fix stupid with a fancy degree
@Fazermint I'd be amazed if there is even one studio not using AI in some capacity, do we not buy from them all?
Sounds like a bunch of buzzwords the investor class will love.
Pretty sure this company makes all its business decisions with a magic 8 ball.
Definitely the future π
Clearly Embracer saw the Nvidia CEO's "the more you spend,the more you save!",speech...& believed it! π Grabs a bag of crisps & comfy chair awaiting who they'll blame when their next A.I. driven reboot flops!
Isn't that games already have AI from the beginning, I means most enemies in games didn't just sit down while players punch or shoot them, gaming company should be in front of this AI revolution from the beginning I think.
Someone needs to get ai working in world building, as things are ridiculously labour intensive at the moment, and using the same tools and engines as everyone else leads to extremely generic looking and playing games. As does the huge risk of investing in projects that are just far too long term these days. AI is necassary. Not sure what they are talking about when it comes to logistics and HR, but in game development itβs fast becoming essential.
A load of marketing horse manure.
AI is good for STEM fields (medicine, astronomy, engineering, computer science, etc.), where those fields can employ technologies that academics, doctors, nurses, and so on, can use to enhance their work.
I don't think it's so good for artistic fields, never mind the ethical implications. When it comes to creativity, everything is better done by a human.
Here, they seem to be talking about management rather than the creative process itself. I don't know how to feel about that, personally.
I always find the "reward outweighs the risk line" coming from executives. Of course they do, since they aren't taking them. If it fails the ones to take the fall is the devs.
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