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Stellar Blade director and CEO of Shift Up Hyung-tae Kim has stated that without the use of AI, developers in smaller nations will struggle to keep up with studios in places like the U.S. and China.
As first reported by GameMeca, and picked up by Automaton, Kim addressed attendees at South Korea’s 2026 Economic Growth Strategy event and said that countries like China have an overwhelming advantage due to the sheer number of staff it can throw at video game development.
“We devote around 150 people to a single game, but China puts in between 1,000 to 2,000. We lack the capacity to compete, both in terms of quality and volume of content,” Kim said (via machine translation).
Using AI will not result in job losses, Kim insisted, but instead make employees more valuable, as “one person can perform the work of 100 people.” This week, Shift Up gifted its 300 staff an Apple Watch, AirPods Max, and a $3,400 cash bonus. A sequel, Stellar Blade 2, is in development, as well as Project Spirits, to be published by Level Infinite.
AI is, of course, a huge topic in gaming right now, with numerous companies forced to issue statements confirming they have not used AI to create games or the marketing materials that promote them. Just yesterday, January 12, we reported that Nintendo denied allegations that it used AI-generated imagery to advertise its new My Mario children’s toy range, while last month, a Fortnite artist was forced to defend their work after fans suggested numerous images found within the game’s new season were AI-generated, including a suspicious-looking poster showing a character in a hammock with an odd number of toes.
In November 17, Assassin’s Creed publisher Ubisoft had to remove an image found within Anno 117: Pax Romana that contained AI-generated elements after fans complained, and Call of Duty: Black Ops 7 players complained about suspected AI-generated images they had found across the game, following a trend of AI-Ghibli images from earlier this year. The Alters developer, 11 Bit Studios, and Jurassic World Evolution 3 developer, Frontier Developments, have similarly faced fan backlash.
More recently, Baldur’s Gate 3 developer Larian was embroiled in a genAI controversy of its own following the announcement of its next game, Divinity. It’s since pullled back somewhat from using the tech.
Opinion on the use of AI in games continues to divide studios and their fans, with some vehemently against its use, while others claim it’s an inevitable part of the future. Rockstar co-founder and former Grand Theft Auto writer Dan Houser recently likened AI to mad cow disease, but the CEO of Genvid — the company behind choose-your-own-adventure interactive series like Silent Hill Ascension — has claimed “consumers generally do not care” about generative AI in games, and stated that: “Gen Z loves AI slop.”
EA CEO Andrew Wilson has said AI is “the very core of our business,” and Square Enix recently implemented mass layoffs and reorganized, saying it needed to be “aggressive in applying AI.” Dead Space creator Glen Schofield also recently detailed his plans to “fix” the industry in part via the use of generative AI in game development, and former God of War dev Meghan Morgan Juinio said: “… if we don’t embrace [AI], I think we’re selling ourselves short.”
Vikki Blake is a reporter for IGN, as well as a critic, columnist, and consultant with 15+ years experience working with some of the world’s biggest gaming sites and publications. She’s also a Guardian, Spartan, Silent Hillian, Legend, and perpetually High Chaos. Find her at BlueSky.
