Giants in the gaming industry seem to be increasingly excited about the future of generative AI in gaming. Unity, who has previously toyed with AI for features like facial animations , just announced in a recent earnings call that it will be leaning further into the tech with what it calls "AI-driven authoring," a new tech that it is planning on introducing at the Game Developer Conference in March. Unity says that this new AI solution will allow developers to create entire casual games native to the Unity engine without ever needing to touch code. "At the Game Developer Conference in March, we'll be unveiling a beta of the new upgraded Unity AI, which will enable developers to prompt full casual games into existence with natural language only, native to our platform—so it's simple to move from prototype to finished product," said Unity CEO, Matthew Bromberg. It's telling that the CEO specifies that the model will be able to generate casual games, which are usually less demanding than a full-scale AAA game, for example, but it remains to be seen what level of complexity the AI will be capable of and what sort of human intervention will be required.

He explained that the natural language model will be "powered by our unique understanding of the project context and our runtime," and that this combination will "provide more efficient, more effective results to game developers than general-purpose models alone." Unity uses a mixture of first- and third-party AI models during different steps of the Unity AI pipeline, all of which is detailed in the Unity AI legal guidelines document. This announcement comes shortly after a State of the Game Industry Survey revealed that, while many game industry workers at large studios are using generative AI across multiple disciplines, most of those same workers agree that the widespread use of generative AI is a detriment to the industry. Workers at EA have previously noted that increased use of gen-AI tools has also come at the cost of time and efficiency. Despite this, EA's new owner will continue leaning into an AI pivot in the name of cost savings, which is a pattern we may see become increasingly common as game engines and other development tools continue to integrate AI tools.