It’s common now to hear gaming executives enthusiastically endorse generative AI, but reactions vary — some leaders are cautious, others openly embrace the transformation. Valve co-founder Gabe Newell famously likened AI and machine learning to a “cheat code” shift on par with the internet’s revolution. Ubisoft CEO Yves Guillemot appears similarly optimistic, arguing that generative AI could reshape the industry as fundamentally as the move to 3D graphics did.
Guillemot made these remarks during Ubisoft’s most recent earnings call, which was delayed from its usual schedule for reasons the company did not fully explain. Separately, Ubisoft confirmed that Tencent’s proposed $1.3 billion investment in the studio leading the new Assassin’s Creed — Vantage Studios — is expected to close imminently.
Guillemot appears to be referring to Ubisoft’s March 2024 demonstration of generative-AI-driven NPCs, which essentially combined a conversational model with a character framework. The project’s aim was to push NPCs beyond simple chatbots so they respond believably in real time while keeping human writers involved in shaping each character’s voice. Some of the early demos produced peculiar moments — for instance, a character whose programmed “personality” led to behavior the team found too flirtatious.
Project NEO NPC was still in early development at the time. Guillemot told investors that the initiative has moved past prototyping and into experiments with real players, and he said the company plans to share further updates before the end of the year — suggesting more public details could arrive well before December 31.
Guillemot also confirmed that teams across Ubisoft’s global studios are experimenting with generative AI in programming, art, and quality assurance — efforts that place the company alongside other major publishers exploring company-wide AI adoption, such as Electronic Arts, though the extent of each publisher’s implementation varies.
The industry has already seen controversy over AI use: Arc Raiders drew criticism for employing AI-generated voices at scale, and Call of Duty: Black Ops 7 faced complaints over more limited generative-AI elements. Stefan Strandberg, chief creative officer and co-founder of Embark Studios, defended Arc Raiders by saying the studio does not use generative AI across every part of the game.
A former Square Enix executive suggested younger players are more accepting of AI-created content, implying that high-profile instances like Arc Raiders are only the beginning of broader, visible AI adoption in games.
Source: gamesradar.com
