Sega says it uses AI only for efficiency, not creative game elements
Sega executive Tsuyoshi Saito says the company uses AI cautiously for efficiency, but not for the creative parts of games.
According to that reporting, Sega does use AI to make internal processes more efficient, but not for the creative parts of games.
The comments follow earlier discussion around Crazy Taxi: World Tour, where questions arose about possible use of generative AI.
What happened
In an interview with Nikkei, Tsuyoshi Saito said Sega is taking a careful approach to AI in the game development process, Kotaku reported on October 6, 2026. In the same reporting, Saito said Sega does not want to leave the creative side of games to AI.
Kotaku also says Sega uses AI to improve efficiency within business departments. That draws a distinction between internal AI use and generating content that ultimately appears in a game.
The reporting follows the earlier controversy around Crazy Taxi: World Tour. According to Kotaku, debate over generative AI in development began after Sega mentioned AI tools supporting developers in a Steam statement. Game Informer was told, Kotaku says, that generative AI had been used for background assets, but that was later clarified: no actual in-game assets were created by AI, only reference material.
Timeline
Earlier in 2026 — Crazy Taxi: World Tour draws scrutiny over possible use of generative AI.
Earlier in 2026 — Sega refers to AI tools supporting developers in a Steam statement, according to Kotaku.
Earlier in 2026 — Game Informer is told, according to Kotaku, that generative AI was used for background assets.
Later in 2026 — Kotaku reports this was later clarified: no actual in-game assets were created by AI, only reference material.
2026-10-06 — Kotaku publishes reporting on Saito’s comments that Sega uses AI cautiously and not for the creative side of games.
Background
The comments fit into a broader debate about generative AI in game development. In the reporting cited here, Sega is presented as a company that wants to use AI for supportive or more efficient workflows, but not for creative decisions or content players directly see in a game.
The exact wording of Saito’s remarks has not been made public in the source material, since this is a translated account of a Nikkei interview. The material also does not include any formal Sega policy beyond these reported comments.