Nintendo visionary Shigeru Miyamoto has shared the company's perspective on artificial intelligence, indicating that the creator of Mario intends to 'go in a different direction.' In an interview with The New York Times, Miyamoto explained that Nintendo is frequently seen as a company that resists trends and acts independently just for the sake of it. However, he clarified that this is not the case; it is a deliberate strategy to differentiate itself. This approach also extends to AI, where many companies are embracing the technology, but Nintendo might not.
Miyamoto emphasized that Nintendo's goal is 'trying to find what makes Nintendo special.' He noted: 'There is a lot of talk about AI, for example. When that happens, everyone starts to go in the same direction, but that is where Nintendo would rather go in a different direction.' Earlier this year, Nintendo president Shuntaro Furukawa discussed how AI could be employed 'in creative ways,' but also highlighted 'issues with intellectual property rights' that need to be addressed.
'Generative AI, which is becoming a big topic recently, can be used in creative ways, but we recognize that it may also raise issues with intellectual property rights,' Furukawa stated. Although Nintendo is open to 'utilizing technological developments,' it currently relies on its experienced staff to create unique games. 'We have decades of know-how in creating the best gaming experiences for our players. While we are open to utilizing technological developments, we will work to continue delivering value that is unique to Nintendo and cannot be created by technology alone,' Furukawa added.
Nintendo's stance on AI contrasts with that of other major players in the video game industry. Electronic Arts CEO Andrew Wilson believes AI could accelerate game development. Meanwhile, Microsoft is heavily invested in AI and plans to incorporate it into every product, including Xbox, and Ubisoft aims to develop AI NPCs for player interaction. AI technology has been used in game development for decades, but recent advancements in generative artificial intelligence have raised concerns about potential job losses. Companies like EA acknowledge this as a short-term concern, though they foresee long-term growth similar to past labor revolutions.
The video game industry has experienced significant layoffs in 2023 and 2024, though the impact of AI advancements on these cuts remains unclear. Nintendo is preparing to unveil its next console, likely the Switch 2, with an announcement expected soon, possibly around its next earnings briefing in November.
