Nintendo becomes the biggest company in the games industry⁠—and maybe the world⁠—to say 'no, thank you' to using generative AI

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Ted has been thinking about PC games and bothering anyone who would listen with his thoughts on them ever since he booted up his sister's copy of Neverwinter Nights on the family computer. He is obsessed with all things CRPG and CRPG-adjacent, but has also covered esports, modding, and rare game collecting.

, Nintendo president Shuntaro Furukawa said that the company was not planning on using generative AI technology for its games in a recent investor call. Furukawa's caution stands in stark contrast to most tech and gaming companies, which are either enthusiastically pursuing generative AI, or leaving the door open to do so in the future.

Google now inserts a little AI generated answer box above the search results you want that will sometimes tell you tomost valuable company in the world To give Nintendo a little more credit, it's also a move that lines up with the company's creative history: Nintendo sets trends instead of following them. On the tech side, Nintendo habitually uses lower-power, older hardware to push new experiences no one else thought of: inventing handheld gaming as we know it with the Game Boy then reinventing it with the Switch, or inspiring a generation of lesser motion control imitators with the Wii.

 

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