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What Sega reportedly said about AI
In an account of a Nikkei interview published by Video Games Chronicle (VGC) on October 6, 2026, Saito said Sega uses AI “to improve efficiency in areas such as publishing and corporate departments, as well as for generating business ideas.” He added that the company is “being very cautious about its use in the game development process” and is “not entrusting the creative aspects of games to AI.” Push Square reported the same wording and identified Saito in the same roles.
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These are English quotations reproduced by secondary reports of the Nikkei interview; the original interview wording and translation have not been independently verified here. The distinction in the reports is between AI used for business support and AI being entrusted with creative work on games.
Does this mean Sega has banned AI in game development?
No such blanket ban is established by the reported comments. Saito described Sega as cautious about AI’s use in game development and said the company would not entrust games’ creative aspects to AI. The reports do not define “creative aspects,” specify which development tasks may use AI, or describe review and approval controls. They therefore do not establish that every AI-assisted task in game production is prohibited—or that any particular task is permitted.
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Nor do the comments amount to a detailed company-wide AI policy. They describe reported uses in publishing and corporate departments, as well as business ideation, but do not spell out the tools, safeguards, or limits involved.
What the Crazy Taxi: World Tour reports clarify
The statement follows attention to generative AI used during an initial research phase for the upcoming Crazy Taxi: World Tour. VGC reported that Sega said AI was not used to create the game’s art assets. Push Square separately reported Sega’s position that the final game would not feature AI assets. VGC’s report on the game and Push Square’s report distinguish research use from creating assets for the game.
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That distinction matters: the reports describe AI involvement in initial research while saying AI did not create the art assets. They do not establish that the game had no AI involvement of any kind.
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What remains unclear
- How Sega defines the “creative aspects” of a game.
- Whether AI may assist particular development tasks, and under what conditions.
- What human review or approval processes apply to AI-assisted work.
- Whether the reported remarks reflect a formal policy beyond Saito’s interview comments.
The available coverage supports a cautious, limited conclusion: Sega reportedly uses AI for some business functions, while Saito says it will not hand games’ creative aspects over to AI. It does not provide enough detail to map that position onto every tool or stage of game development.
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