'The best results and quality needed can only be achieved by experts in their field utilising GenAI as a new, powerful tool in their creative process.'

Global service provider Keywords, which recently worked on acclaimed projects like Alan Wake 2, Baldur’s Gate 3, and The Legends of Zelda: Tears of the Kingdom, conducted an experiment last year.

The company tried to make a 2D video game relying solely on generative AI (GenAI) tools and technology. The R&D initiative was dubbed ‘Project Ava’ and saw a team, initially from Electric Square Malta, evaluate and leverage over 400 (unnamed) tools to understand how they might “augment” game development.

As detailed in the company’s latest fiscal report, however, the project ultimately proved that while some generative AI tools might simplify or accelerate certain processes, they are currently “unable to replace talent.”