Gamers Are Making EA, Take-Two And CDPR Scared To Use AI
https://www.forbes.com/sites/paultassi/2025/05/24/gamers-are-making-ea-take-two-and-cdpr-scared-to-use-ai/
Gamers Are Making EA, Take-Two And CDPR Scared To Use AI
https://www.forbes.com/sites/paultassi/2025/05/24/gamers-are-making-ea-take-two-and-cdpr-scared-to-use-ai/
24 Comments
From the article
On its surface, it seems like GenAI could be used as a tool in games to produce artwork, voice acting, or even game elements themselves. But these companies are starting to realize the very real risks this poses, both legally and “reputationally.”
Take-Two says that the use of AI “presents social and ethical issues that may result in legal and reputational harm and liability.
EA echoes something similar, saying that the use of AI “may result in legal and reputational harm” which would cause players to “lose confidence in our business and brands.”
We’ve already heard aspects of this in the past from fan-favorite developer CDPR as well, which said: “Use of GAI raises many legal concerns, including lack of IPR protection for content on which GAI relies, or potential inadvertent infringement of third-party IPR.”
I don’t mind use of AI for mundane things like filling in vegetation etc.
A typo in literally the first paragraph. Title says they’re scared, but according to the first paragraph they’re not worried. At least the writers at Forbes aren’t scared of using AI to do their jobs.
pretty sure this is a case of vocal minority. The same crowd that chants “get woke, go broke” Don’t care if a VA gets replaced by ai
The fundamental problem publishers have is they have poor executives that often worry about stuff they shouldn’t and take for granted things they shouldn’t due to being completely disconnected from being the audience.
In that environment things like Assassins Creed, Call of Duty, etc., look like perpetual cash machines whereas things like Dragon Age or Mass Effect somehow seem like the same thing to them. They don’t understand any difference because it’s all just “product.”
GenAI – only makes sense if the rest of your process can make use of it. If it’s only real use is putting writers or developers out of a job, it’s unlikely to be a real winner in the market because strangely enough, Game players tend to like unique, original things and real creativity drives from these places and the conversations across teams. Writers cutting out devs and devs cutting out writers are apt to make some really vapid stuff.
Not always and not exclusively – sometimes it’s just about meshing two things together. But when your audience believes you are that cynical, that’s where you lose the benefit of the doubt. That’s why EA, Ubisoft has no leash whereas something like CDPR or Larian have a little more of a noose to put around their own neck before pissing people off. CDPR arguably survived the disasterous Cyberpunk Launch because of its built up good will. When EA fucks up, you have Anthem.
This is good. They should be made much more afraid.
Good, what else is there to say. Let this tech be the most toxic don’t touch with a 50 foot pole or we all know what you are imaginable thing.
This will all be thrown out the window once investors begin demanding higher returns on equity or the companies themselves feel competition heating up from indie developers. Wouldn’t it be nice if all these developments led to higher quality games at cheaper prices? Or the employees could benefit directly from these advancements?
“Companies are waiting for EA to test this, however, as they’ve lost all fan confidence and have no more cred to lose.”
— this article, probably
Good. AI should be used as a last resort tool when human input is inadequate like terrain generation.
I am honestly even interested in seeing how could be used to make l vitually limitless fleshed out interactive NPCs in an open world RPG but I feel like its too much of a slippery slope
When both Paul Tassi and Jason Schreier write articles on a topic within a day of each other, that’s how I know there is a deliberate attempt at creating a narrative.
Doesn’t work as well as it used to. Ultimately, this will change nothing. They got to collect another paycheck, Reddit got super mad, and *absolutely nothing changed*
AI being used to make a person’s job easier = good
AI being used to replace a person = bad
To me, it is that simple. If you tell me you used AI to replace a whole team of people, that’s a hard no from me. If you tell me your artists used AI to help clean up art, environments, solve bug issues…that’s fine.
Not only that, games take years to build. I wouldn’t be surprised if they want to avoid them due to any potential law that could make aspects of their ai illegal that may spawn in the future.
But, I am glad they are scared. AI slop doesnt have a place here.
The biggest problem in gaming today is that developers are making games that are addictive not fun. So a few people get addicted to subscriptions and pay for play while everyone else hates it. If AI helps break that business model great if not I will continue to not buy those games. I don’t see ai as anything but a new tool to use so it only matters how that tool is used.
Let’s just make it crystal clear for them: the reputational harm would be permanent. It’s HOW they use AI that’s important. It’s just a tool. If they use AI to churn out shovelware then they’re done.
I’m not sure morally how I stand with AI in arts, but speaking NPC wise, I would LOVE how AI would work with them, making their dialogue or even actions very personalized for each run.
To replace people as artists, writers and coders, no I don’t support AI and will actively choose to avoid it in those cases. Using AI to make the game better, through smarter enemies and better NPCs and companion characters, yes I would support that.
The only thing matters is future legal ramifications. If that gets clarity for these companies, prepare for the AI wave.
Have the game take place in a sci-fi setting and use AI to do voices for the robots haha
I just want them to use AI for npc’s personalities and actions.
I’d love to know what EA thinks their reputation is and how it can be harmed.
They should be scared. If I wanted some AI slop I’d just generate it myself.
In this rush to push AI generated content into everything they’ve overlooked how the market has shifted. People follow and subscribe to specific artists and creators now. Those small teams of passionate developers are pushing out more risky, but more interesting content.
If the big teams are churning out slop then what’s the point of playing their products? Might as well go straight to the source.
Ai has a lot of potential but the problem is trying to use it to replace workers or cut corners, or do things faster. If you use AI you still need to proofread, edit, make adjustments or no matter how good the model is it will have mistakes. AI is also very energy intensive and that is being subsidized as the tech is developed but for large scale use In the end it is not always as cost effective as simply having people do the creative work.
I just wish they’d use AI for NPC dialog. Not for main story elements but side characters that give the world life. Imagine hearing new conversations all the time dynamically generate based on the situation and surroundings. Or imagine walking up to an NPC and even having the option to use you mic to speak to it and get responses. Like imagine elder scrolls you barter with someone or ask a salesman about their products. Or talk smack to someone in a sword fight who is taunting you