Why Gamer Backlash is Making EA, Take-Two, and CDPR Hesitant to Embrace AI

This week, Fortnite added a quirky feature: an AI version of Darth Vader, using James Earl Jones’ voice, to chat with players. While this sounds like fun, it has stirred up some anxiety among major game publishers.

A recent Bloomberg article by Jason Schreier points out that companies like EA, Take-Two, and CD Projekt Red (CDPR) are worried about the role of AI in gaming. On one hand, generative AI (GenAI) could be a great tool for creating art and voice acting. On the other hand, it brings serious risks—both legal and reputational.

Take-Two highlights that using AI could lead to "social and ethical issues" which might harm their reputation and lead to legal trouble. EA echoes these concerns, warning that players could lose faith in their brands due to AI use. CDPR has also expressed concerns over potential copyright infringement with AI-generated content.

Legal Concerns

The legality of GenAI is still a gray area. Big tech companies are advancing rapidly, often using content they don’t own to train their AIs. This has led to legal actions from various content creators, including newspapers and artists. Without clear guidelines, using AI in games could backfire if courts decide it’s illegal.

Imagine if a game includes AI-generated assets and, later, a court rules that this is against the law. Companies could find themselves scrambling to change their games or facing legal backlash.

Reputation at Stake

Gamers are increasingly vocal about their dislike for AI in games. A game caught using GenAI can get harsh backlash online, sometimes even facing boycotts. For many players, the term “GenAI” is synonymous with low-quality content. Developers themselves—like artists and writers—are concerned that their jobs could be replaced by AI, which adds fuel to the fire.

The reaction to the AI Darth Vader in Fortnite is telling. While it’s approved and proper, it raises questions about the future of human voice actors, particularly with ongoing strikes against using AI to clone their voices.

A Historical Perspective

This trend echoes past missteps in gaming. The early enthusiasm for blockchain and NFTs in games didn’t last long. Gamers quickly pushed back against these trends, preferring traditional gameplay experiences. AI might face a similar fate if developers aren’t careful.

Experts suggest that while AI has great potential for streamlining game development, its role in creating art and voice may not fit well with what gamers want. As AI continues to evolve, it’s vital for the gaming industry to find a balance that respects both technology and the community.

In summary, while AI could offer exciting possibilities for video games, its current state raises significant questions. For now, many players hope to see a wall between their gaming experiences and the unpredictable nature of generative AI.

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