Netflix Games made a strong case for generative AI less than two weeks later closing its only triple-A development studio.
The streaming giant has named Mike Verdu as its new vice president of GenAI for Games so it can capitalize on what it calls “a once-in-a-lifetime inflection point for game development and player experiences.” Verdu previously served as vice president of Netflix Games, but revealed earlier this year that he would be one take on a new role in the company. At the time, he said his new position would support “innovation in game development.”
Talking about his new role on LinkedinVerdu spoke eloquently about the potential of generative AI and said that the technology will “accelerate the speed of development and unlock truly new gaming experiences that will surprise, delight and inspire players.”
“I am focused on a creator-centric vision of AI that puts creative talent at the center, with AI as a catalyst and accelerator,” he added. “AI will allow large game teams to move much faster and will also put an almost unimaginable collection of new features in the hands of developers on smaller game teams.”
Verdu suggested that figuring out how to leverage generative AI technology will be the next big challenge facing the gaming industry.
“I don't think I've been this excited about an opportunity in this industry since the '90s, when we saw a new game launch every few months that redefined what was possible. It was an incredible time to be making games as talented creators showed us all what the future would look like. Guess what? We're back to those days of seemingly limitless potential and the rapid pace of innovation, resulting in mind-blowing surprises for players every few months,” he added.
“I can't believe how lucky I am to be alive while such a huge wave is about to hit the video game industry. Many view this technology with fear, but I'm a game creator at heart and I see its potential to unlock everything. ” of us, to create mind-blowing new experiences for players, to take us to new heights. Yes, we will have to adapt and change, but when have we failed to meet this challenge as an industry?”
Major video game companies continue to jump on the generative AI bandwagon
Verdu isn't the first executive to whisper sweet nothings into the primordial ear of generative artificial intelligence. Amazon Games CEO Christoph Hartmann had previously said that the technology can be used rationalize production without “taking anyone's job away”.
EA boss Andrew Wilson has repeatedly espoused the supposed benefits of the technology and suggested that 60% of the company's development processes could be “influenced” by generative AI. Those remarks came shortly after EA laid off 5% of its workforce.
Other major players like Square Enix, Ubisoft, and Embracer Group have also started experimenting with the technology, but how do developers in the production trenches feel about its looming presence?
A recent one Collective survey of game developers indicated that many developers believe that generative AI represents a double-edged sword. Thirty percent of respondents said the technology could reduce development costs, but 35% also believed it would reduce the quality of titles produced in the next 12 months.
There are also ethical and legal concerns about how some generative AI technologies have been trained and who actually owns content produced by tools (such as those developed by OpenAI) that have consumed “publicly available information,” including copyrighted materials and personal information. As noted by the BBCthe New York Times is currently suing both OpenAI and Microsoft for billions over copyright infringement allegations.
Others worry that the dawn of generative AI could eventually lead to further job losses across the industry. SAG-AFTRA is currently surprising in an effort to prevent this outcome by ensuring AI protection for video game artists.
