Embracer Group CEO Phil Rogers has outlined the company's official position on artificial intelligence, defining it as a supportive tool that will remain under human creative control. Speaking at the company's recent Annual General Meeting, Rogers stated that while AI is a powerful technology for improving efficiency, the principle of "human authorship is final" will guide its implementation across their game development studios.
Key Takeaways
- Embracer Group's CEO Phil Rogers views AI as a "co-pilot," not the primary creator, in game development.
- The company's official policy is that "human authorship is final," ensuring developers retain creative control.
- Studios are already using AI to increase productivity, with examples like cutting motion capture filming time in half.
- Rogers stressed the importance of an ethical framework to protect creators, actors, writers, and intellectual property from plagiarism.
- The adoption of AI is seen as a strategic necessity to manage rising development costs and meet player expectations.
A Clear Policy on AI Integration
During the Annual General Meeting, Phil Rogers addressed the growing role of artificial intelligence in the video game industry. He acknowledged that adopting AI is no longer a question of if, but how a company leads with the technology. Rogers presented a balanced approach, emphasizing that AI's power must be managed with clear ethical guidelines.
The core of Embracer's strategy is the concept of AI as a supportive tool. Rogers famously stated, "AI is a co-pilot. It is not the pilot." This analogy clarifies that while AI can assist with tasks and accelerate processes, the ultimate creative decisions and authorship will always rest with human developers.
Industry Context on AI Adoption
The video game industry is currently navigating the complex landscape of generative AI. Many developers see it as a tool to streamline repetitive tasks and manage escalating production costs. However, there are widespread concerns among artists, writers, and voice actors about job displacement, copyright infringement, and the potential for generic, uninspired game content.
Productivity Gains and Practical Use
Rogers confirmed that Embracer's policy is not theoretical and is already being put into practice. He revealed that many of the company's studios have been experimenting with AI tools for the past couple of years and are now starting to see tangible benefits.
"We're beginning to see measurable increases in productivity," Rogers said. He explained that these tools are helping to "eliminate bottlenecks and empower our development teams." By automating certain parts of the development pipeline, teams can iterate faster and focus more on creative aspects.
Motion Capture Efficiency
As a specific example, Rogers highlighted the use of AI in motion capture (mocap). He noted that some studios have been able to cut their filming time "in half" by leveraging AI, a significant saving in both time and resources. However, he also cautioned that even AI-generated art requires "tuning by a human hand."
An Ethical Framework is Non-Negotiable
A significant portion of Rogers' address was dedicated to the ethical considerations surrounding AI. He acknowledged the anxieties shared by both players and developers regarding the technology's potential downsides.
"We see the headlines and we hear the concern from players and developers alike, but we believe the greatest risk is not in using AI, but in using it without a strong ethical framework," Rogers stated.
He directly addressed fears of "generic, soulless side quests or synthetic AI voices," assuring that the company's goal is to use AI to enhance, not replace, human creativity. Protecting creators is a central pillar of this framework.
Rogers was clear on the need for safeguards. "Artists, actors, writers need protection from plagiarism. Intellectual properties need to be nurtured and respected," he said. For Embracer, this ethical stance is also a business imperative. "For us, ethics and good business are one and the same. They really do go hand in hand."
AI as a Strategic Catalyst
Ultimately, Embracer Group views the smart implementation of AI as a key strategic advantage. Rogers described the technology as a "strategic catalyst" and "the most powerful technology or tool of our generation" for improving the game development process.
The goal is to drive efficiency and amplify creativity, allowing the company to deliver high-quality games "more effectively, more predictably, and more profitably than before." This approach aims to balance the pressures of rising development costs and high player expectations with a sustainable and ethical production model.
This perspective was echoed by others in the industry. Sharon Baylay-Bell, chief of the game services firm Testronic, offered a similar view, cautioning that while useful, AI has its limits. "AI is an accelerant; it's not the answer," she remarked, reinforcing the idea that technology is a tool to augment human skill, not a replacement for it.