Nintendo Takes a Stand: Advocating to the Japanese Government Against Generative AI

AI is a hot topic these days, and Nintendo is right in the mix. Recently, the company has shown some skepticism toward generative AI. According to Satoshi Asano, a member of Japan’s House of Representatives, Nintendo is actively lobbying the government to address concerns about AI technologies.

Asano mentioned that Nintendo avoids using generative AI to protect its intellectual property (IP). This is crucial for a company that relies heavily on its creative assets. As discussions around AI continue, the importance of safeguarding creators’ rights has come to the forefront. In a recent social media discussion, many expressed their views on the balance between innovation and protecting original work.

Interestingly, there have been notable cases highlighting these concerns. For example, in 2025, the Yomiuri Shimbun sued Perplexity AI for around 2.17 billion yen. This lawsuit revolved around the unauthorized use of articles, and major outlets like Nikkei Shimbun and Asahi Shimbun also pursued similar legal actions. In the U.S., The New York Times has taken action against OpenAI, while Getty Images sued Stability AI over copyright issues.

In Japan, the Ministry of Economy, Trade and Industry released a guide promoting responsible AI use in content creation. This guide suggests verifying AI-generated content against existing copyrighted material, which shows a growing recognition of these issues among governmental bodies.

Companies like DeNA are increasingly building AI tools using proprietary data. Meanwhile, Nintendo’s approach emphasizes the need for ethical considerations in this rapidly evolving landscape. Doug Bowser, president of Nintendo of America who is retiring soon, has stressed the importance of a human touch in game development. Shigeru Miyamoto, the creator of iconic franchises like Mario and Zelda, echoed similar sentiments about creativity in gaming.

As technology advances, the conversation around AI is likely to grow. Ongoing discussions about copyright, creativity, and ethical AI use will shape the future of both the gaming industry and content creation as a whole. By prioritizing these issues, companies can ensure a balance between innovation and the protection of original ideas.

For more on the evolving landscape of AI and copyright, you can check the Ministry of Economy, Trade and Industry’s official guidelines here.

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