Sega has made it clear that, while it is experimenting with artificial intelligence, the company is not planning to let AI dictate the artistic direction of its games. Instead, the Japanese publisher is focusing on using generative AI tools to streamline non‑creative functions such as publishing workflows, corporate operations, and the generation of new business concepts. This stance was outlined by senior executive officer and deputy chief business officer Tsuyoshi Saito during an interview with the Nikkei, which was later reported by VGC.
Saito emphasized that Sega is "very cautious" about the role AI will play in the actual development of games. "We are employing AI to raise efficiency in areas like publishing and other corporate departments, and even to spark ideas for new business initiatives," he said. "But when it comes to the core creative process of building games, we are deliberately limiting AI’s involvement and are not handing over that responsibility to the technology." The company’s careful approach is reflected in its internal governance structure.
Last year Sega set up a dedicated Generative AI Committee, a body that was introduced to the public during a CEDEC presentation led by Sega’s technical director and deputy R&D director, Taishi Yokoshima. This committee includes an "AI Task Force" charged with designing and maintaining proprietary AI tools that can be used across the organization.
According to a report by the Japanese tech news outlet ITmedia, the task force’s mandate is to ensure that any AI solutions are built in‑house, giving Sega tighter control over data security and the ethical use of the technology. Beyond internal development, Sega’s AI team also works closely with its public‑relations divisions in North America and Europe. The collaboration is aimed at responding to inquiries from game distribution platforms that are increasingly demanding transparency about how AI is used in titles that appear on their storefronts.
By establishing clear communication channels, Sega hopes to pre‑empt any regulatory or reputational issues that could arise from the growing scrutiny of AI practices in the gaming industry. The conversation around AI at Sega was sparked in part by a controversy earlier this year.
It emerged that generative AI had been employed during the creation of background assets for the upcoming title Crazy Taxi: World Tour. While the use of AI was limited to generating reference material and concept ideas, the revelation prompted a broader discussion about where the line should be drawn between assistance and authorship.
Kenji Kanno, the creator of the Crazy Taxi series, addressed the matter at the Summer Game Fest. In his remarks, which were covered by Kotaku, Kanno clarified that the AI tools were used strictly for ideation and as a visual reference.
"The extent of our AI usage is exactly what I described earlier—just for ideas and as a reference point," he explained. "Looking ahead, AI will likely become a hot topic, but for now that’s all I can share about how we’re employing it for this game." Sega is not alone in navigating this new terrain.
Crystal Dynamics, the studio behind the Tomb Raider franchise, disclosed a similar workflow for its upcoming project Tomb Raider: Legacy of Atlantis. Experience director Jeff Adams told GamesIndustry.biz that the team sometimes generates a quick AI mock‑up of an in‑game object when they are unsure whether it’s worth the development time to build it from scratch. "If the AI visualization fits our vision, we then move the concept into our traditional production pipeline," Adams said. Adams stressed that, despite the use of AI for early prototyping, the final assets are always crafted by human artists and programmers.
"Our team will concept it, they will build it, and they will make sure that every piece of content that reaches the finished game is created by people," he noted. "The purpose of AI is simply to make the development process smoother and to help our developers deliver high‑quality experiences that fans expect." Overall, Sega’s policy reflects a broader industry trend: leveraging AI to reduce repetitive tasks, accelerate ideation, and improve operational efficiency while preserving the human touch that defines game design.
By establishing a formal committee, creating an internal task force, and maintaining transparent communication with external partners, Sega aims to harness the benefits of generative AI without compromising the artistic integrity of its titles. As the technology continues to evolve, the company’s cautious yet proactive stance may serve as a model for other developers seeking to balance innovation with creative control.