Tsuyoshi Saito, Senior Executive Officer and Deputy Chief Business Officer at Sega, stated that the company takes a "very cautious" approach to using AI in game development and will not entrust creative aspects of games to AI. He also explained that Sega is leveraging AI to improve efficiency in its publishing and corporate departments, as well as to generate business ideas.
Sega previously established a Generative AI Committee responsible for developing tools, setting usage guidelines, and ensuring Steam store pages comply with relevant requirements. The committee's governance structure also includes public relations and legal personnel from various regions to address differing perspectives on generative AI across different markets.
In specific projects, Sega confirmed that Crazy Taxi: Rush Cruise used generative AI during the initial research phase, while stating that the technology was not used in the actual production of the game's art assets.
Phantasy Star Online 2: New Genesis has also confirmed the use of AI as a tool to improve development efficiency and for in-game dialogue features that respond to player messages in real time. These applications differ from the creative work described by Tsuyoshi Saito.