Big publishers worry generative AI might damage their reputations. Players aren't fond of it
Take-Two and Electronic Arts have recognized the growing reluctance of gamers toward generative artificial intelligence.
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Many people have mixed feelings about generative artificial intelligence, especially in the gaming community. This could be noticed, for instance, during the recent event in Fortnite with Darth Vader, or the release of the Veo 3 model, which generates realistically looking gameplay. What's important, the giants of the gaming industry are also starting to notice the players' reluctance.
The use of AI can harm the reputation
As reported by Jason Schreier on Bloomberg, this week Take-Two Interactive filed its annual 10-K form, in which it indicated potential risks for investors to familiarize themselves with. Most of them are standard entries, such as "highly competitive industry," but this year the entry on artificial intelligence has been expanded.
The development and use of artificial intelligence ("AI") into our products may present operational and reputational risks.
Later in the document, it was explained that the development of AI has had a big impact on game development and the work of developers, but using this technology can lead to "social and ethical problems." These, in turn, can result in "legal and reputational risks." Take-Two pointed out, among other things, the "negative perception of automation and AI by s," which may affect the opinion of players about companies and their financial results.
It's worth noting, Take-Two is not the only publisher that has paid attention to the threat. A similar entry was found in the K-10 form of Electronic Arts company.
We are integrating artificial intelligence tools and technologies into our business and development processes. The use of artificial intelligence might present social and ethical issues that, if not managed appropriately, may result in legal and reputational harm, cause consumers to lose confidence in our business and brands and negatively impact our financial and operating results.
Players want human games, not those created by AI
Both Take-Two and Electronic Arts are noticing a growing problem - players don't like generative artificial intelligence and do not want it in their games. Since the gaming industry is primarily profit-driven, studios have to adapt to the expectations of their community.
In his article, Schreier noted that players crave experiences created by people. This doesn't only apply to exciting stories, but also to mechanics or levels designed by talented devs. Even minor elements generated by AI, such as the background, can spoil the perception and provoke negative reactions.
The current situation of AI has been compared to NFTs, which are unequivocally viewed negatively by the majority of players. An example could be Ubisoft, which didn't turn away from technology and quietly released Champion Tactics last year. AI, unlike NFT, can, however, be extremely useful in the production process, significantly shortening the time of game development. Despite this, it is rejected by many players.
So it's no wonder that Take-Two and EA are paying attention to the issue. Imagine the reaction of players if they found out that in GTA 6 some elements were created by generative artificial intelligence. The topic would definitely not go unnoticed, and the company's reputation could suffer significantly from it.
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