According to Tweaktown, publishers are looking for new ways to save on costs as the games industry cuts thousands upon thousands of jobs. AI is one potential solution: in theory, the technology may speed up game development and potentially even replace positions through automated processes.

AI has become a controversial topic because of this, yet despite this sensitivity, publishers like EA and Microsoft are big proponents of the new tech.

Nintendo, however, is dubious about using generative artificial intelligence in its games and some of that is not a good thing.

Nintendo knows that generative AI can have implications for IP rights. As one of the most litigious companies in the industry, Nintendo is one to protect and respect all forms of copyright and intellectual property law.

Company president Shuntaro Furukawa told shareholders that in the game industry, AI-like technology has long been used to control enemy character movements, so game development and AI technology have always been closely related.

"Generative AI, which has been a hot topic in recent years, can be more creative, but we recognise that it has issues with intellectual property rights.”

"We have decades of know-how in creating optimal gaming experiences for our customers, and while we remain flexible in responding to technological developments, we hope to continue to deliver value that is unique to us and cannot be achieved through technology alone."