Sega Adopts Cautious AI Policy, Barring Generative AI from Creative Game Work

Sega Senior Executive Tsuyoshi Saito stated that the company will strictly avoid delegating creative game development work to AI, reserving generative tools strictly for operational efficiency, business planning, and management. To maintain global compliance, Sega established a Generative AI Committee that includes legal and PR teams across multiple regions to set usage guidelines and review game store listings. Sega's public stance highlights how major gaming studios are navigating the thin line between adopting AI for operational productivity and addressing public pushback regarding artistic integrity and copyright risks. This policy sets a clear boundary that protects human artists while still leveraging automation in non-creative business functions. Sega clarified that while generative AI was used for early concept research on the upcoming Crazy Taxi reboot, all final in-game art assets were created entirely by human artists. Meanwhile, Phantasy Star Online 2: New Genesis has integrated AI tools for development workflow efficiency and in-game real-time player chat responses.