While a significant portion of the gaming industry has embraced the integration of AI technologies, Nintendo is charting a different course, as explained by the renowned developer Shigeru Miyamoto.
Miyamoto, the creative force behind many of Nintendo’s beloved franchises such as Super Mario and Donkey Kong, is now focused on expanding the company’s reach beyond video games. His current official title is Executive Fellow, which underscores his influential role in the company’s cinematic projects.
During a recent promotion for the Nintendo Museum, Miyamoto articulated the company’s stance regarding emerging AI technologies in gaming, stating that Nintendo does not intend to adopt them. He emphasized that Nintendo is unique because it actively chooses to go in the “opposite direction” compared to many of its industry peers.
Nintendo has a history of defying conventional market trends, particularly evident in its reluctance to pursue hyper-realistic graphics and its commitment to classic, beloved titles.
Nintendo has consistently avoided chasing industry trends such as realism in graphics and significant hardware enhancements across console generations.
“There is a lot of talk about A.I., for example. When that happens, everyone starts to go in the same direction, but that is where Nintendo would rather go in a different direction,” Miyamoto stated in an interview with The New York Times.
Nintendo’s president, Shuntaro Furukawa, also addressed AI advancements in July 2024, expressing concerns that generative AI could present challenges related to intellectual property rights.
“While we are open to utilizing technological developments, we will continue to focus on delivering value that is distinctly Nintendo and cannot be replicated by technology alone,” Furukawa noted.
However, he acknowledged that AI-like technology has long been utilized for various functions, such as controlling enemy NPCs.
This philosophy sharply contrasts with companies like Ninja Theory and Ubisoft, which are pioneering the use of AI for NPC dialogue in their games. The topic of generative AI has garnered significant attention in the industry, especially amidst ongoing disputes as SAG-AFTRA strikes are fueled by negotiations about protections surrounding AI.
On September 24, 2024, SAG-AFTRA announced intentions to target Riot Games’ popular title League of Legends following allegations of union-busting practices by production company Formosa during the strike.
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