Research: Human touch preferred in game design
October 11, 2023
The latest edition of Hub Entertainment Research’s Gaming 360 study shows that even as AI (artificial intelligence) becomes a more powerful tool in media, gamers are skeptical about using it in the creative elements of game design.
Asked how they feel in general about the use of AI in creating video games, nearly half (47 per cent) of gamers say AI is a good thing. Only 16 per cent say it is a bad thing.
Digging deeper, however, this support of AI appears to mostly apply to the coding or technical aspects of game design, rather than the creative side.
- When it comes to creating the story and narrative elements of games, two thirds of gamers say humans would do a better job than AI. Just 17 per cent think AI would do it better.
- The same is true when it comes to developing the characters, environments and game mechanics: 58 per cent say humans do that better than AI, more than twice as many as those that think AI is better (26 per cent).
- And when it comes to coding and technical design, AI has the edge: 43 per cent AI would do a better job, versus only 38 per cent for humans.
Game publishers be warned: Game publishers need to approach the use of AI in game development carefully, as well as marketing the use of AI in design. Despite their ambivalence to AI in general, gamers show their reluctance to embrace AI when asked about specific aspects.
Almost half (42 per cent) of gamers say they would be less likely to buy a videogame if they know AI was extensively used to create the game’s story or narrative, and a third (34 per cent) would be less likely to buy a game if AI was used for design of the characters, environments, or game world. Gamers show less concern if they know AI was used in coding or tech aspects; in that case, a third (32 per cent) would be more likely to buy such a game.
“AI is a major topic in the creative media world, as demonstrated by the WGA and SAG/AFTRA strikes,” said David Tice, senior consultant to Hub and co-author of the study. “But what do consumers think about AI when it comes to media? For gaming, at least at this time, A.I. may be more a hindrance to sales than a benefit to the creative process.”
“Humans love art, and in 2023, videogames are among the most beloved mediums around,” added Jon Giegengack, principal at Hub. “These findings make it clear people aren’t convinced machines can do ‘art’ – such as creative narrative or design – as well as humans, and suggest the application of AI to gaming, TV and music may have a bigger than expected downside.”