Embracer Group will use AI in the creative process to offer more immersive and personalized experiences

June 21. (Portaltic/EP) –

Embracer Group recognizes the potential of artificial intelligence technology (AI), which it will use in different phases of video game creation to optimize the process and to offer more immersive and personalized experiences to players.

The entertainment group has adopted in its 2023/2024 fiscal year a policy regarding the use of AIwhich includes an adoption framework that addresses risks and seeks to “empower” employees with its use.

“AI has the ability to greatly improve game development by increasing resource efficiency, adding intelligent behaviors, personalization and optimization to gaming experiences,” the company said in The report with which he collects the highlights of his fiscal year.

Embracer Group recognizes in this document the potential of the new generation of AI, which it simply cannot not use because it would be at a “competitive disadvantage” with other players in the industry, and therefore, it has chosen to adopt this technology with an approach of ” empowerment”, as the head of AI Privacy and Governance, Tomas Hedman, has pointed out.

“We don’t want to replace people with AI, we want to empower them“says the manager. Hedman also cites the role of AI in the sustainability strategy, because in addition to allowing developers to “do even more”, it will open programming “to a broader group of developers”, such as those who have some disability.

Hedman has also pointed out the concerns What about this technology, for example, in diversity and in the protection of copyright. But he has concluded by defending the role of AI in the creative process and the development of immersive and personalized gaming experiences.

“As AI models become more powerful, we can leverage their capabilities in the creative process as well, for example identifying inconsistencies in scripts and storytelling. There will be huge benefits for our creative teams with respect to scriptwriting, image creation, idea generation, quality control and more, as models become more human-like, The interaction between players and the functions supported by Al will be much more dynamic“, he added.