Sega governs AI through committee as creative development stays human-only
Summary
Sega's Tsuyoshi Saito draws a hard line between operational AI use and creative development.
A Generative AI Committee and AI Task Force enforce that line across regions.
New Nikkei reporting adds Sega's interest in distributing and marketing indie games through its network.
Sega's 2025 conference disclosed internal testing of code, image and motion generation.
01
Saito separates operational AI from creative production
Saito told Nikkei Sega applies AI to publishing, corporate work and generating business ideas.
He said Sega remains highly cautious about AI in the development process itself.
"We are not entrusting the creative aspects of games to AI."
02
A standing committee operationalizes the policy
Sega formed a Generative AI Committee and AI Task Force in 2025.
The task force builds in-house AI tools and sets development guidelines.
The committee includes PR and legal staff from each region, since AI views differ globally.
It also runs compliance checks for Steam listings and platform disclosure requests.
03
The creative line blurred under scrutiny
Crazy Taxi: World Tour drew backlash after AI-generated background assets surfaced.
Sega later said AI appeared only in early concept research, excluding final art creation.
"The extent of how we use generative AI is only what I mentioned earlier."
Phantasy Star Online 2: New Genesis also uses AI as a productivity tool in development.
04
Update: indie outreach and the scope of internal AI testing
Saito told Nikkei Sega has long considered engaging indie developers for a win-win arrangement.
"We believe there is potential if we can find a win-win situation where indie games can thrive by leveraging our distribution network and marketing expertise."
Sega has no immediate plans to sell indie games under its own brand.
Sega's 2025 conference cited internal testing of code, image, motion and video generation.
Sega flagged concerns over generative AI's energy consumption at that conference.
05
Sega's framework echoes a wider industry pattern
A JOGA survey found all surveyed Japanese online game developers already use generative AI tools.
The scope excludes console, PC and offline mobile titles, per JOGA.
Japan's 2023 ruling cleared AI training on datasets from copyright claims, even for commercial use.
Crystal Dynamics applies a similar split, using AI only for early prototyping.
What this means
For Publishers & Developers: Prepare AI-provenance documentation before pitching Sega on distribution-only deals that keep your label.
For Service Vendors: Pitch localization and Steam AI-disclosure compliance packages to indies courting Sega's distribution network.
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