Update: NetEase has denied reports that it stopped using GenAI.
Generative AI is quickly becoming deeply ingrained in the industry, but some continue to stand against the use of this technology in games.
A recent interview confirms NetEase Games as one of these studios. According to a veteran developer, the company prohibits the use of generative AI across all its studios. In fact, the company has even gone as far as to stop R&D efforts related to generative AI.
This statement comes courtesy of Grasshopper Manufacturer’s Suda51. In an interview with Eurogamer, he discussed AI and its impact on the games industry, noting that generative AI still has a long way to go, with something feeling off about AI-generated content.
Suda51 then revealed that NetEase Games tells its studios to refrain from using the technology. According to the developer’s own theory, the team’s anti-AI policy stems from the general public’s dislike for AI and potential copyright infringement issues.
Like many others in the industry, NetEase Games was also researching the technology not too long ago. The developer confirmed that an entire section of the company was dedicated to R&D efforts in this context, but this team was shut down before the company-wide ban was put in place.
“They originally had a section researching and developing AI-related stuff, but they decided not to do that anymore. They told their studios not use AI in games, to not use it at all.” -Suda51
For those unaware of NetEase Games and wondering why its refusal to partake in the AI trend is such a big deal, the Chinese giant owns various well-known game studios, including Quantic Dreams and Suda51’s Grasshopper Interactive.
Moreover, the team launched Marvel Rivals in late 2024, establishing itself as one of the leaders of live-service gaming.
I had no idea the chinese government bought Quantic Dream. That’s a shame