Sega is using AI for publishing and corporate efficiency and business ideas, but it is being cautious about AI in game development and does not entrust games’ creative aspects to it, according to comments by senior executive officer and deputy chief business officer Tsuyoshi Saito reported by VGC on October 6, 2026. That is not the same as saying Sega never uses AI during game development: the company has previously described AI-assisted work in specific projects and departments.
What Sega’s reported position means
VGC’s October 6, 2026 report on Saito’s interview with Nikkei says Sega uses AI to improve efficiency in publishing and corporate departments and to generate business ideas. Saito reportedly said the company is very cautious about AI in game development and does not entrust games’ creative aspects to AI. The original Nikkei page was not accessible to verify its wording independently, so this is best understood as VGC’s account of Saito’s remarks, not a separately checked translation. VGC’s report
The distinction is between using AI as a work aid and handing it creative responsibility. Saito’s reported comments do not amount to a blanket statement that no AI is used anywhere in Sega game development, nor do they establish a permanent policy that cannot change.
Has Sega used generative AI in game development?
Yes, Sega divisions have described specific AI-assisted development work. Those disclosures do not by themselves establish that AI-generated content appeared in a released game. The use case, project stage, division, and human review all matter.
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Football-player models and possible commentary
In an interview conducted in October 2025 and published on Sega’s careers site, 4th Development Division vice executive manager Katsuya Hisai said the division had used generative AI to produce 3D models of fictional football players more efficiently. The division was also exploring AI commentary for spectators. Hisai discussed technical challenges, the need to preserve an enjoyable experience, and differences in regional attitudes toward adoption. The interview describes work and exploration, not a commitment to ship AI-generated models or commentary in a particular game. Sega’s 4th Development Division interview
Crazy Taxi: World Tour and the question of shipped assets
In June 2026, Sega told Game Informer that generative AI had supported development of background assets for Crazy Taxi: World Tour and that generated assets were reviewed by the development team. Sega also said AI was not used in reference to performers. Game Informer’s June report
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Later, October coverage described Sega’s use as occurring in an initial research phase and said AI-created art did not appear in the game. Kotaku characterized the use as reference rather than shipped AI-created assets. Those accounts use different wording and refer to separate statements; they should not be collapsed into a claim that AI-generated art shipped in the game. Kotaku’s October coverage VGC’s October report
AI use in Sega’s publishing work
Sega has also publicly described AI support for tasks outside the creation of game content. In an interview conducted in April 2026, leaders in the Online Mobile Publishing Division said the team used generative AI to summarize player feedback, compile numerical data, make preliminary checks on promotions, and assist with translation. They described AI as support for work, with people making final judgments. Sega’s Online Mobile Publishing Division interview
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That is consistent with Saito’s reported distinction between using AI for efficiency and delegating the creative aspects of games. It also shows why “Sega does not use AI” is too broad: the company has described applications in both publishing and development support.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.How Sega has described oversight
A report on Sega’s CEDEC 2025 presentation described internal generative-AI use for tasks including chatbots, image and video generation, translation, email drafting, and work suggestions. It also reported that Sega discussed logging and visibility of use, rights-related review, internal guidance, and consultation. The presentation reportedly included a Generative AI Committee and cross-functional participation from areas such as IT, training, security, legal, and public relations, including regional members. The report also described compliance checks related to platform disclosure rules such as Steam’s. These are details reported about the 2025 session, not confirmation that every process remains unchanged in October 2026. 4Gamer’s report on Sega’s CEDEC 2025 session
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How Sega’s comments have evolved
- December 2025: Sega’s response to a Q2 financial-results Q&A, as reported by Nintendo Life, said it would pursue efficiency improvements such as AI while carefully assessing appropriate uses, noting that adoption can face resistance in creative areas such as character creation. Nintendo Life’s report
- October 2025 interview: Sega’s 4th Development Division described AI-generated fictional football-player models and exploration of AI commentary. Sega interview
- April 2026 interview: Sega’s Online Mobile Publishing Division described AI-assisted analysis, checks, and translation, with humans making final judgments. Sega interview
- June 7, 2026: Sega told Game Informer that generative AI supported background-asset development for Crazy Taxi: World Tour and that generated assets were reviewed. Game Informer
- October 6, 2026: VGC reported Saito’s remarks to Nikkei about efficiency and business ideation alongside caution about entrusting game creativity to AI. VGC
What players can conclude
- Sega’s reported position is cautious about handing creative aspects of games to AI; it is not a stated ban on all AI-assisted work.
- Sega has disclosed particular AI uses in development support and publishing, but those disclosures do not establish that AI-generated content appeared in final game releases.
- The October 2026 comments are a reported current position, not a guarantee about future policy.
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