Game publisher Hooded Horse has announced a firm stance against collaborating with developers who utilize generative artificial intelligence (AI) in their projects. In an interview with Kotaku, CEO Tim Bender expressed that the technology has complicated the game development process and has led to a series of concerns regarding the quality and integrity of game assets.
Bender stated that as part of their publishing contracts, studios are prohibited from using generative AI assets, including those that might serve as placeholder content during development. He emphasized the risk of such assets inadvertently making their way into final products. “We’ve gotten to the point where we also talk to developers, and we recommend they don’t use any gen AI anywhere in the process,” Bender explained. He highlighted the common misconception among developers that placeholder assets would remain isolated and not be included in the final game. “It only takes one of those slipping through in some build and not getting replaced,” he added.
Bender described generative AI as “cancerous” to the industry, underscoring the ongoing need for vigilance to ensure that these technologies do not compromise the artistic integrity of game development.
Industry Perspectives on Generative AI
The conversation around generative AI has intensified within the gaming sector over the past few years. Many prominent companies have started integrating AI technology into their workflows, albeit with varying levels of acceptance and skepticism. For instance, the CEO of Nexon, the parent company of Embark Studios, which uses generative AI for some voice lines in Arc Raiders, remarked that “it’s important to assume that every company” is leveraging this technology to some extent.
In contrast, Embark has issued statements clarifying that it does not aim to replace human developers with AI. Sega has also announced its use of AI to enhance development efficiency, although it acknowledges facing “strong resistance” from within the industry regarding this approach.
Meanwhile, Phil Rogers, the new CEO of Embracer Group, has characterized AI as a “powerful” tool, while stressing the importance of retaining human authorship. Dan Houser, a veteran from Rockstar Games, mentioned he is utilizing AI but cautioned that “it’s not as useful as some companies would have you believe yet.”
The ongoing debate has also attracted voices from other sectors of the industry. Voice actor Troy Baker recently urged against “demonizing” AI, asserting that it lacks the capability to create art independently. In a similar vein, Charles Cecil of Revolution Software described his own experience incorporating AI in a remake of the original Broken Sword as “an expensive mistake.”
Legal and Ethical Considerations
As the use of generative AI grows, so too do the legal implications surrounding its deployment in creative fields. In early 2025, the U.S. Copyright Office indicated that art generated by AI, absent human “creativity,” could lack protection under copyright laws. This development has reignited discussions about the necessity of maintaining human creativity as a core component in artistic endeavors.
Data specialist and NYU professor Joost van Dreunen echoed these concerns, stating, “nobody wants AI slop,” emphasizing the industry’s collective desire for quality content that resonates with players.
As game publishers like Hooded Horse take a stand against generative AI, the industry faces a crucial moment of reckoning. The balance between leveraging innovative technologies and preserving the artistry that defines video games is more critical than ever.
