Nintendo Boss Says Human Touch Will Always Be Essential Despite AI Advancements

Nintendo of America President Doug Bowser has shared his perspective on artificial intelligence in game development, emphasizing that while AI may enhance productivity in certain areas, human developers will remain central to Nintendo’s creative process.

“If developers choose to use AI–and it is a discussion right now at Nintendo–it’s not the only method of developing games,” Bowser told CNBC. “We still believe that what makes our games special is our developers. Their artistic capabilities. Their insight into how people play.”

Bowser stressed that Nintendo would always maintain “a human touch and human engagement” in its development process, viewing AI as simply another technology that might be leveraged if it creates “a better gameplay experience” for players.

His comments align with Nintendo President Shuntaro Furukawa’s 2023 statement that games will not be made by “technology alone,” and Mario creator Shigeru Miyamoto’s cautious approach to AI adoption regardless of industry trends.

Other major game companies have taken varying positions on AI implementation. Electronic Arts CEO Andrew Wilson sees potential for AI to accelerate game development, while Microsoft has committed to incorporating AI across all its products including Xbox. Ubisoft plans to create AI-powered NPCs capable of conversational interactions.

While AI has been part of game development for decades, recent advances in generative AI have raised concerns about potential job losses across the industry. The gaming sector has already experienced significant layoffs throughout 2023 and 2024, though the specific impact of AI technologies on these cuts remains unclear. The Nintendo Switch 2 is scheduled to launch in June with a $450 price point, though there’s speculation that new tariffs might lead to price increases.

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