Embracer CEO Phil Rogers has called for a “smart implementation of generative AI in ethical and sustainable ways.”
Addressing the company as the recent Annual General Meeting, Rogers admitted that “in an industry defined by escalating development costs and limitless player expectations, the question is no longer if a company will adopt a technology like AI, but how it leads with it,” but stressed that for the “powerful technology” to succeed, “ethics and good business are one and the same.”
“This isn’t a theoretical future. It’s happening now and the results are quite compelling. Many of our studios have been experimenting with AI in the past couple of years and are now starting to really leverage it to eliminate bottlenecks and empower our development teams. We’re beginning to see measurable increases in productivity,” Rogers said.
Offering mocap as an example of where studios can cut filming time “in half,” the CEO warned that even AI generative art required “tuning by human hand.”
“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. Players aren’t longing for generic, soulless side quests or synthetic AI voices. Developers want creative freedom to innovate and experiment and reduce iteration time so they can make more content. Artists, actors, writers need protection from plagiarism. Intellectual properties need to be nurtured and respected.
“For us, ethics and good business are one and the same. They really do go hand in hand. Our position is clear: human authorship is final. Our developers will always have the final creative control and authorship. After all, AI is a co-pilot. It is not the pilot.”
He added: “We really do view AI as a strategic catalyst. It’s the most powerful technology or tool of our generation for driving efficiency, amplifying creativity, and ultimately delivering the high-quality, memorable games that players demand more effectively, more predictably, and more profitably than before.”
Sharing her vision for the game services firm, Testronic chief Sharon Baylay-Bell similarly cautioned that “AI is an accelerant; it’s not the answer.”
