Embracer Group, the gaming giant known for its rights to popular franchises like The Lord of the Rings and Tomb Raider, has shared its vision for using artificial intelligence (AI) in game development in its latest annual report. The company recently restructured into three separate entities and adopted a “Group AI Policy” focused on “empowerment.”
Embracer's AI vision
Although the report does not include the full text of the policy, it outlines Embracer's approach to AI in the “Risk and Mitigation Overview” section. According to the company, AI can significantly enhance game development by improving resource efficiency and adding intelligent behaviours, personalisation, and optimisation to gameplay. Embracer aims to use AI to create more engaging and immersive experiences, providing each player with a unique, dynamic, and personalised experience. The company also sees AI as a tool to speed game development and improve logistics and planning.
Embracer Group, while acknowledging the potential risks associated with AI, is steadfast in its commitment to its employees. The company's goal is to empower its workforce with AI applications, not to replace them. This human-centric approach is at the core of Embracer's AI strategy, as emphasised by Tomas Hedman, the company's head of privacy and AI governance.
AI as a tool for empowerment
Hedman states, “We do not want to replace people with AI; we want to empower them. This is the core of our human-centric approach to leveraging AI.” He also believes that AI can lower the barrier to game development, making coding accessible to a broader group of developers.
Despite these reassurances, Embracer recognises the need to adopt AI to remain competitive. The company identifies “non-implementation of AI” as a significant risk. “Not using AI for relevant tasks within Embracer Group will lead to us losing competitiveness and being outrun by our competitors,” the company says. Additionally, Embracer notes that AI governance is a potential risk, highlighting that AI usage is subject to general and specific laws and requirements.
Embracer Group's vision for AI in game development is clear and unwavering. The company is committed to integrating AI into its processes to enhance efficiency, creativity, and personalization. At the same time, Embracer remains focused on empowering its employees. By leveraging AI, Embracer is determined to stay at the forefront of the gaming industry, offering innovative and immersive experiences to players worldwide.
