Embracer Outlines Plans For AI And Acknowledges “Potential Risks”


Embracer Group has become just the latest video game company to discuss its plans for artificial intelligence. Like many others in the video game space, Embracer is optimistic about how AI can positively impact the game development process and has also stressed that its AI plans are being implemented to “empower” its workforce. As part of Embracer’s annual report (via Game Developer), the company said advancements to AI could “massively enhance game development by increasing resource efficiency, adding intelligent behaviors, personalization, and optimization to gameplay experiences.”

Using new AI technology could allow Embracer’s teams to create “more engaging and immersive experiences” that give players, among other things, a more “personalized” experience. AI may be able to help Embracer’s developers in the areas of speed, logistics, and planning, the company said.

Embracer went on to say that it is aware of the “potential risks” involved with AI as it relates to its human workforce. The company stressed, “Our aim is to empower our employees with AI applications.”

“One major part of Embracer Group’s AI guiding principles is the idea of human empowerment. We seek to empower our employees to enable them to create better, more immersive, and more powerful experiences in the same amount of time,” the company said.

Also in the document, Embracer said it is pushing ahead with plans for AI to work on “relevant tasks” because not doing so could “lead to us losing competitiveness and being outrun by our competitors.”

Embracer said it has launched a company-wide “AI forum” where its teams can discuss the potential for the implementation of AI in its products and the requirements associated with that.

The company made it clear that there may be hurdles to the implementation of AI into its products and processes, noting that there are laws and requirements around the use of AI, and the nature of these rules are “comprehensive” and may require “continuous updates.”

“AI may also produce unethical, biased, discriminatory or completely wrong results if it has not been properly trained, instructed or used for purposes it was not designed,” Embracer said. “Additionally, AI generated material is not patentable or copyrightable meaning we must understand how material is produced, especially by third parties, since such material may produce serious copyright or intellectual property issues with the final product.”

Embracer is just the latest major game company to outline plans for AI shortly after laying people off, canceling games, and closing studios. GTA parent company Take-Two, whose president is highly enthusiastic about AI, recently announced a dramatic cost-cutting program that led to hundreds of layoffs and numerous game cancellations. Microsoft, too, is heavily invested in AI and also had significant layoffs recently. Electronic Arts, meanwhile, is very enthusiastic about AI and slashed hundreds of jobs.

Embracer is going to be called something else at some point soon, as the company is ditching that name as it splits into three different companies. CEO Lars Wingefors said the name change has nothing to do with the huge amount of backlash the company has received in recent times.