Sega says it will not let AI handle game creative work
According to DoNews citing Nikkei, Sega deputy chief commercial officer Tsuyoshi Saito said on October 6, 2026 that the company is highly cautious about using AI in game development and will never assign creative work to AI. Sega has set up a "generative AI committee" to coordinate tool development, usage guidelines and compliance reviews, with public relations and legal staff from around the world involved. The report says Sega used AI in a limited way for early research on Crazy Taxi and for the dialogue system in Phantasy Star Online 2: New Genesis, but not in core creative areas such as art production, aiming to balance efficiency with creative autonomy.
A major Japanese game publisher is publicly drawing a line on AI use, offering a reference point as the industry weighs efficiency against creative autonomy.