Sega has confirmed it will incorporate AI into game development to improve efficiency, while acknowledging strong resistance in creative areas. The company shared these plans during a Q&A session following its Q2 earnings report on December 4, 2025. Executives emphasized proceeding carefully to identify appropriate applications, such as streamlining processes.
Background
Sega addressed the role of artificial intelligence in its operations amid growing industry discussions on the technology's impact. This came in response to questions about pursuing larger projects versus efficiency during the company's Q2 financial results presentation. Rather than chasing expansive development trends, Sega aims to optimize workflows using available tools, including AI.
Key Statements
Executives stated, 'Rather than fully following the trend toward the large-scale development, we will also pursue efficiency improvements, such as leveraging AI.' They recognized challenges, noting, 'As AI adoption can face strong resistance in creative areas such as character creation, we will proceed by carefully assessing appropriate use cases, such as streamlining development processes.' No specific projects or timelines were detailed beyond general efficiency goals.
Industry Context
Sega's approach aligns with broader trends, where a September 2025 survey indicated 51% of Japanese developers are using AI. However, opinions vary: some leaders embrace it fully, while others express caution or criticism. Sega's measured stance reflects efforts to balance innovation with creative integrity amid ballooning development budgets.