Nintendo’s reservations about generative AI
In recent years, generative AI technology has rapidly emerged around the world, and many industries have adopted this innovative technology to improve efficiency and reduce costs. However, well-known gaming company Nintendo has chosen to remain cautious about this technology. Nintendo President Shuntaro Furukawa said at the recent 84th shareholders meeting that although generative AI has shown great potential in the creative industry, the company has no plans to introduce it into game development.
Furukawa pointed out that although the creative capabilities of generative AI are impressive, they are also accompanied by major issues regarding intellectual property rights. He said: "Generative AI has attracted attention for its creative capabilities, but it has also brought issues such as intellectual property rights. Nintendo has many years of experience in game development. Although we will respond flexibly to technological developments, we still hope to provide services that cannot be achieved with technology alone. unique value.”
The decision stands in stark contrast to other major gaming companies. Companies such as Microsoft and Electronic Arts (EA) have actively adopted AI technology in the production of game content, from dialogue creation to environment design. However, Nintendo's conservative stance highlights the importance it attaches to the protection of its creative and legal assets.
Source: Electronic Arts EA has published a number of research papers on "The impact of AI on the development of the game industry"
The development trend of AI technology in the game industry
The game industry has long used similar AI technology to control the movements of enemy characters, so game development and AI technology have a close relationship. Generative AI technology, which has received recent attention, is thought to be able to automate various aspects of game development, including the creation of text and images. The application of this technology can not only reduce development costs, but also improve development efficiency. Although it has stronger creative capabilities, it also brings problems related to intellectual property rights.
Furukawa emphasized: "Nintendo has a long history of protecting intellectual property rights. The company has repeatedly taken legal action against unauthorized use of its characters, trademark infringement, and piracy. This historical background further explains why Nintendo has a strong interest in generative AI. Take it with a grain of salt.”
In addition, the application of generative AI also involves broader intellectual property rights issues, such as the ownership of content generated by AI and how to ensure that such content does not infringe the rights of others. The existence of these problems has made some companies more cautious when adopting this technology.
Source: Nihon Keizai Shimbun, Nintendo President Shuntaro Furukawa
Strategies for protecting creative and legal assets
Nintendo's decision reflects its strategy to protect its creative and legal assets. Despite facing a rapidly changing technological environment, Nintendo has chosen a steady path to ensure that its creative products and legal assets are not infringed. This strategy not only protects the company's core values, but also helps maintain its leading position in the global gaming market.
Furukawa emphasized at the meeting: "Our company has been committed to providing customers with the best gaming experience for many years and has accumulated rich experience. Although we will respond to technological developments with a flexible attitude, we still hope to continue to provide the best gaming experience that only our company can Create unique value rather than relying solely on technology.”
In summary, despite the rapid rise of generative AI technology around the world and its widespread attention and application, Nintendo has chosen a steady path. This decision reflects the company's strong emphasis on the protection of its creative and legal assets and highlights its strategy of balancing technological advancement with core values.
