Sakurai warns against generative AI in game development, cites unprofitable blockbuster costs

Published 8 Nov 2026 · Games Atlas Editorial · AI Adoption Practice

Games Atlas summary: Masahiro Sakurai says he has not used generative AI on any project, including Kirby Air Riders. He judges current AI incapable of handling brainstorming or production tasks. Kirby Air Riders development was 10 times more demanding than the GameCube original. He warns that some games sell millions of copies yet still operate at a loss.

Sakurai's creative claim: human ideation beats AI brainstorming

• Sakurai states idea generation alone does not solve game development.
• He cites fixed deadlines, team capacity and budget as factors AI cannot weigh.
• He says AI has not earned developer trust and must not become a tool of exploitation.
• "There's more [to developing games] than simply coming up with an idea" - Masahiro Sakurai, Director, Super Smash Bros. Series (translated from Japanese)

The cost crisis undercutting creative purism

• Sakurai says Kirby Air Riders required 10 times the development effort of the GameCube original.
• He notes some titles sell millions of units yet still fail to turn a profit.
• He calls current industry production conditions extremely difficult.
• This cost pressure, not creative preference, drives his openness to future AI use.

Where the caution breaks down: competitive fear outweighs skepticism

• Sakurai says studios using AI without hesitation can produce more games than those who do not.
• He frames refusal to adopt AI as a competitive risk, not a quality safeguard.
• "If you remain stuck on the idea of not using AI because it's not trustworthy enough as a technology, there's a risk that you may fall further and further behind" - Masahiro Sakurai, Director, Super Smash Bros. Series (translated from Japanese)
• He concludes that doing nothing about AI may also be a bad idea.

Sakurai's unresolved path: slow adoption without a framework

• Sakurai says where and how to properly use AI remains too complex to decide now.
• He describes his own approach to the technology as slow paced.
• He offers no timeline or criteria for when AI would meet his trust threshold.

Sources

• Super Smash Bros. Creator Masahiro Sakurai Cautions Against The Use Of Gen AI: 'We Can Come Up With Better Ideas' (kotaku.com)
• Masahiro Sakurai says he's "not using AI for anything," but worries devs who don't use it could fall behind | GoNintendo (gonintendo.com)
• Masahiro Sakurai Is Not Using AI, but Sees Risks in Ignoring It - Insider Gaming (insider-gaming.com)
• 'Not using AI may be a bad idea': Sakurai shares grim perspective on the future of game development (eventhubs.com)