Is Sega using AI to make its games? Sega reportedly uses AI for some publishing and corporate work, but executive Tsuyoshi Saito said the company is being “very cautious” about AI in game development and does not entrust games’ creative aspects to it. That is a reported executive statement, not a detailed, task-by-task policy.
What did Sega say about AI in game development?
In an English-language account of a Nikkei interview published by VGC on 6 October 2026, Tsuyoshi Saito—identified as Sega’s senior executive officer and deputy chief business officer—was quoted as saying: “We are using AI to improve efficiency in areas such as publishing and corporate departments, as well as for generating business ideas.” He added: “However, we are being very cautious about its use in the game development process, and we are not entrusting the creative aspects of games to AI.” VGC and Push Square reported the same wording.
These are quotations reproduced by secondary reports of the Nikkei interview; the original interview text and Japanese wording were not available in those reports. The clearest supported distinction is that Sega reportedly uses AI for efficiency in publishing and corporate departments, and for business ideation, while Saito said it would not entrust games’ creative aspects to AI.
What does “not entrusting creative aspects” mean?
The reports do not define “creative aspects” or specify which game-development tasks Sega considers creative. They also do not say whether AI can assist with particular development tasks, what human review is required, or how decisions are approved. Saito’s comments therefore should not be read as evidence of either a company-wide AI ban or a prohibition on every AI use in game development.
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Was AI used in Crazy Taxi: World Tour?
Earlier reporting discussed generative AI used during an initial research phase for the upcoming Crazy Taxi: World Tour. VGC reported that Sega said AI was not used to create the game’s art assets; Push Square reported Sega’s statement that the final game would not feature AI assets. VGC’s account and Push Square’s account distinguish that research use from creating assets for the game.
That distinction matters: AI-assisted initial research is not the same as AI-generated art in the shipped game. The reports do not establish that the game had no AI involvement of any kind.
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How definitive is Sega’s position?
The available coverage supports a cautious position described by a Sega executive, not a comprehensive formal policy. Neither report supplies a Sega policy document or task-level rules, so the scope of permitted assistance and the controls around it remain unspecified.
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