Masahiro Sakurai, creator of Kirby and Super Smash Bros., stated at the Famitsu 40th Anniversary Festival that he is not currently using generative AI in his work as a game designer.
What happened?
During the launch event for his new book, Sakurai explained that he does not use AI tools to generate ideas or to bounce concepts. Recent titles such as Kirby Air Riders also did not involve generative AI.
Regarding graphics, he said the technology “has not yet earned trust” and that it must not become a form of exploitation. For now, he believes thinking for oneself produces better results.
Why this matters
Sakurai recognizes industry pressure. “Making games today is too hard,” he said, noting titles that sell millions yet still lose money. He warned that rigidly refusing to use AI could leave developers behind in the long run.
The designer has previously commented that AI may flood the market with unoriginal, low-return games, but human creativity remains irreplaceable for truly new ideas.
What changes in practice
The statement reflects the current dilemma of many Japanese and Western studios: balancing efficiency, costs and creative integrity. Sakurai maintains his personal position of not adopting the tool now, while acknowledging that the industry as a whole cannot ignore the topic.
The debate remains open as AI tools enter engines such as Unreal and Unity and Steam release volume stays high.
Primary source: Famitsu.com (Famitsu 40th Anniversary Festival)
By Grok
