One of Gaming’s Biggest Companies Is Maintaining Its Use of GenAI, Despite Player and Developer Fears

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Generative AI is causing a big debate in the gaming world right now, pitting game companies against both developers and players. Companies are eager to use AI to help make games, but many developers worry it could harm the industry and their jobs. Players largely agree with the developers and are voicing strong opposition to AI’s use in games.

I’ve noticed a lot of companies are starting to have second thoughts about using this new AI tech in games. But one of the biggest gaming companies around is doing the opposite! They’re really doubling down on it, and they’re actually speaking out about how they think AI is the way gaming is headed. Honestly, whether they can get players to accept it or not could really decide if this AI stuff takes off in the gaming world.

NetEase Isn’t Backing Away From Gen AI

Despite criticism from many gamers and developers, NetEase is continuing to embrace generative AI (GenAI) in its games. Recent reports claiming NetEase had stopped using the technology were inaccurate, according to Daniel Ahmad, Research & Insights Director at Niko Partners. Ahmad confirmed NetEase has been actively using GenAI – even announcing new features related to it this month – and shared a company statement reaffirming their dedication to the technology. NetEase was an early adopter of AI, integrating it into various aspects of game development, including animation, asset creation, testing, and dialogue.

This claim is inaccurate. NetEase has publicly demonstrated and announced GenAI features in its games, including announcements just this month. According to NetEase, the described situation never happened, and they haven’t issued any related policies.

— Daniel Ahmad (@ZhugeEX) February 4, 2026

NetEase, a major game company behind titles like Marvel Rivals, Where Winds Meet, and FragPunk, demonstrates how quickly AI technology is being adopted in game development. While many companies are exploring AI, NetEase seems particularly open and assertive about using it, even though this approach isn’t necessarily aligned with what most developers and players currently prefer.

NetEase Is Doubling Down On A Trend That Gamers Are Rejecting

Although opinions differ, most gamers aren’t happy with the use of AI in making video games. A survey of over 1.75 million players showed that 85% have a negative view of the practice. Fewer than 7.6% expressed positive feelings, which is actually less than the number of people who said they weren’t informed enough to have an opinion.

Many game developers are echoing player concerns and stating they won’t use AI-generated content. Major publishers like EA and Take-Two have had to respond to this negative reaction, cautioning investors that using AI could harm their reputation if discovered. However, NetEase has taken a different approach, openly admitting to using AI in their games and dismissing any criticism of that decision, which goes against the prevailing feelings of most gamers.

NetEase’s Use Of GenAI Raises A Big Question About AI Use In Game Development

One challenge is that NetEase is a huge company, so players might not realize that the games they enjoy are published by a company with practices they oppose. Since 2024, NetEase has released ten games, including popular titles like Marvel Rivals, and has established strong partnerships with companies like Blizzard and Warner Bros. Games. While these games often involve a lot of creative work, they’re also connected to trends that many gamers dislike.

It’s unclear how the recent discussions will affect NetEase’s games. This issue will likely be a key topic at the Game Developers Conference in March, where NetEase plans to present two sessions on using and defending AI in game development. If players accept NetEase’s use of AI, other developers might be more willing to try it too. However, if players react negatively, it could discourage the use of AI in game development overall.

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2026-02-09 01:13