Sega is not announcing a blanket ban on generative AI in games. Tsuyoshi Saito, the company’s senior executive officer and deputy chief business officer, said Sega uses AI for efficiency in publishing and corporate departments and to generate business ideas, while taking a cautious approach to game development and not entrusting games’ creative aspects to AI. That is VGC’s October 6, 2026 rendering of Saito’s remarks to Nikkei; the original Nikkei page was not accessible, so the wording should be attributed to VGC rather than treated as an independently verified translation. VGC’s report
What Sega’s reported position means
The boundary in Saito’s reported remarks is about who or what is entrusted with creative decisions in game development. Sega uses AI in some business and publishing work, but Saito said the company is very cautious about AI in game development and does not entrust games’ creative aspects to AI.
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That statement does not establish that Sega avoids all AI-related work during game production, nor does it promise that the company’s approach will never change. Earlier disclosures from specific Sega divisions describe AI-assisted work, including development support and publishing tasks.
Where Sega has described using AI
Game-development support
In an interview published on Sega’s careers site, Katsuya Hisai, vice executive manager of the 4th Development Division, said the division had used generative AI to produce 3D models for fictional football players more efficiently and was exploring AI commentary for spectators. Hisai also discussed technical challenges, the need to maintain an enjoyable experience, and differences in attitudes toward adoption across regions. The interview describes particular work and exploration, not a company-wide policy for every game. SEGA’s 4th Development Division interview
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Publishing and corporate work
In an April 2026 interview, leaders in Sega’s Online Mobile Publishing Division described using generative AI to summarize player feedback, compile numerical data, make preliminary checks on promotions, and assist with translation. They said AI should support the work while people make final judgments. This is consistent with Saito’s reported distinction between using AI for efficiency and handing over creative responsibility. SEGA’s Online Mobile Publishing Division interview
What the Crazy Taxi disclosure does—and does not—show
Sega’s comments about Crazy Taxi: World Tour have been described in different ways at different times. In June 2026, Game Informer reported that Sega said generative AI supported development of background assets and that the development team reviewed generated assets. Sega also said AI was not used in reference to performers. Game Informer’s June report
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VGC’s October coverage characterized Sega’s later explanation as AI use in an initial research phase and said AI-created art did not appear in the game. Kotaku likewise described the use as reference work rather than AI-created art shipped in the game. Because those accounts use different wording and refer to statements at different times, the June mention of background assets should not by itself be read as confirmation that generated assets appeared in the final game. VGC’s October report Kotaku’s coverage
How Sega’s approach has developed
- December 2025: Sega’s response to a Q2 financial-results Q&A, as reported by Nintendo Life, said the company would pursue efficiency improvements such as AI while carefully assessing suitable uses, noting that adoption could face resistance in creative areas such as character creation. Nintendo Life’s report
- October 2025: Hisai’s 4th Development Division interview described fictional football-player models made with generative AI and exploration of AI commentary. SEGA’s interview
- April 2026: Online Mobile Publishing Division leaders described specific uses for generative AI and said people should retain final judgment. SEGA’s interview
- June 7, 2026: Game Informer reported Sega’s explanation of generative AI support during development of background assets for Crazy Taxi: World Tour. Game Informer’s report
- October 6, 2026: VGC reported Saito’s comments to Nikkei about business uses, caution in game development, and not entrusting creative aspects of games to AI. VGC’s report
What Sega has said about oversight
A report on Sega’s CEDEC 2025 presentation described internal generative-AI use for tasks including chatbots, image and video generation, translation, email drafting, and work suggestions. It also reported that Sega discussed logging and visibility of use, rights-related review, internal guidance, and consultation. The reported governance included a Generative AI Committee and cross-functional participation from IT, training, security, legal, and public-relations staff, including regional members. The presentation also covered compliance checks related to platform disclosure rules such as Steam’s. This is an account of a 2025 session, not evidence that every process or rule remains unchanged in October 2026. 4Gamer.net’s CEDEC report
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The clearest takeaway
Sega’s reported position is narrower than “no AI in games”: the company says it is cautious about game-development use and does not entrust games’ creative aspects to AI, while separate interviews document AI support in selected development and publishing tasks. For any specific title, the important distinctions are the use case, the production stage, whether output reaches the final game, and who reviews or makes the final decision.
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