Goichi Suda, known as Suda51, co-founder of Grasshopper Manufacture, revealed in a recent interview that NetEase Games instructed its studios not to use generative artificial intelligence in game development. The statement highlights a conservative approach by the Chinese publisher, responsible for titles such as Marvel Rivals, amid the accelerated growth of technology in the sector.
The position reflects concerns about artistic quality and player reception. Suda51 emphasized that AI-generated content conveys an artificial feel, which can reduce the emotional connection with characters and the audience.
The director also mentioned the previous existence of a division dedicated to AI research in the company. Essa unit was later decommissioned, although the exact reasons were not communicated internally to teams.
Suda51’s statements on domestic politics
Suda51 explained that the guideline came directly from NetEase Games and applies to all linked studios. Ele personally agrees with the measure, as it values the traditional human creative process.
The developer highlighted that games made with generative AI often feature elements that seem disconnected from artistic passion. Essa perception, according to him, is noticed by players during the experience.
According to the gaming insider, Netease would have told its studios not to use AI in games at all, I found it strange. Fui verified the matter, and Netease denied that such a policy exists. The origin of the article is an interview with Suda51 (whose studio Grasshopper belongs to…https://t.co/R8qOwZt7cO pic.twitter.com/UlvgaKNNws
—Ed (@edtopzero)February 4, 2026
NetEase Official Denial Games
NetEase Games issued a statement denying the existence of a general ban on the use of generative AI. A company representative stated that the technology continues to be used in selected projects.
Several of the publisher’s titles use AI tools in specific areas, such as generating dynamic behaviors for NPCs. The example of Where Winds Meet illustrates strategic applications in systems not visible to the player.
The company also mentioned scheduled lectures on the topic at Game Developers Conference in 2026. Essas initiatives demonstrate continuity in internal research.
Context of backlash in the games industry
Recent research indicates significant growth in rejection of generative AI among developers. A poll by Game Developers Conference revealed that more than 50% of professionals consider technology harmful to the sector.
This percentage represents a significant increase compared to previous years, when the negative view was in the minority. Muitos professionals express concern about the replacement of creative jobs.
Other studios have faced similar backlash when announcing their use of AI. Larian Studios, for example, adjusted its approach after community criticism of early projects.
- Increase from 18% to 52% in negative perception between 2024 and 2026
- Main concern with loss of authenticity in arts and narratives
- Debates about ethics in training models with existing data
- Preference for built-in tools that prevent copyright infringement
Selective applications in NetEase titles
Some of the publisher’s games incorporate AI in technical support functions. Where Winds Meet uses technology to create personalized faces from portraits uploaded by players.
Marvel Rivals, successful multiplayer title, does not adopt generative AI in key creative content. The approach prioritizes manual development for characters and scenarios.
These choices reflect a balance between innovation and preservation of artistic quality. The company maintains investments in research, but applies restrictions in sensitive areas.
Impacts observed in the technology market
Recent announcements of AI projects have caused fluctuations in shares of gaming companies. Investidores reacted cautiously to demonstrations suggesting faster and cheaper production of bonds.
Large companies like NVIDIA, Microsoft and Google face scrutiny over the feasibility of massive investments in AI. Financial Relatórios indicate challenges in monetizing generative tools.
Companies depend on continuous contributions to sustain AI operations. Analistas project possible adjustments to strategies if profitability does not materialize in the short term.
Varied positions among developers
Some professionals defend the use of AI as an auxiliary tool in prototyping. Essa application accelerates iterations without replacing final human creations.
Others completely reject technology in creative phases. The division reflects ethical and practical debates that dominate industry conferences.
Independent studios express greater resistance due to limited resources. Grandes publishers maintain hybrid approaches to balance costs and quality.
Prospects for future development
The industry follows regulatory developments in copyright related to training data. Decisões courts can influence widespread adoption of technology.
Developers prioritize transparency with the public about the use of tools. Essa practice aims to mitigate negative reactions observed in previous cases.
Live service projects continue to incorporate AI into operational updates. Selectivity defines the boundary between technical innovation and creative preservation.
NetEase Games maintains a balanced position by denying broad bans while applying internal caution. The debate around generative AI remains central to industry discussions in 2026.
