How could AI redefine gaming and media at large?

AI is set to become an integral part of gaming

For just a glimpse at the vast, glittering potential of generative AI, look no further than gaming. Whilst procedural content generation has been part of video games for decades, the recent advancements in complexity and quality mark a new frontier for the industry. Bespoke narratives, unique characters and even entire universes, the scale and intricacy of which are unachievable manually, can now be realised through  generative algorithms.

AI is set to become an integral part of the gaming experience, with many major companies actively investing in acquisitions of AI-specialist startups and into their own research. As the landscape for dynamic gaming experiences evolves, how will this shape the public’s expectations of storytelling? Will our appetite for personalised narratives force other forms of media to adapt, or perhaps spell a shift in the most popular form of entertainment? We spoke to several gaming experts and leaders to get their view about the exciting possibilities ahead.

Joey David-Tiempo — Founder and CEO at Octopus and Whale 

Joey David-Tiempo

AI has played a role in game development for several decades, dating back to the early days of video games. However, the sophistication and scope of AI in gaming have undergone significant evolution over time. Today, AI is empowering game developers to craft increasingly immersive and dynamic gaming experiences. Procedural content generation creates endless game levels for increased re-playability. Intelligent NPCs adapt to player actions and perform unpredictable moves. AI-powered tech, such as ray tracing and deep learning super-sampling, delivers visually stunning graphics without slowing down your hardware. What’s more exciting for me is how AI is now assisting in identifying and preventing cheating, harassment, and toxic behaviour in online multiplayer games, making gaming safer and more enjoyable for everyone.

As entertainment and media continue to become more interactive, AI plays a vital role in enhancing video games, offering an augmented and personalised experience. It also helps game developers bring their creative visions to life at a lower cost, making them accessible to an even wider audience.

Alex Nason — Manager, Digital Strategy (Blockchain, AI, Gaming, XR) at PUMA Group 

Alex Nason

It’s now clear that AI is redefining gaming and media by revolutionising interactivity and personalised content. AI can already create intelligent NPCs that adapt dynamically to player choices, resulting in more immersive gameplay. This not only enhances the gaming experience, but blurs the line between player and storyteller. Imagine a game that evolves based on your decisions, crafting unique storylines that reflect individual play styles. Beyond character interaction, AI can tailor game narratives in real-time, too. Each player’s choices and actions could influence the story’s direction, making every play through distinct. This level of customisation extends to all media, where AI can curate content based on individual preferences, creating a highly personalised experience.

AI’s potential in procedural content generation can lead to endless possibilities in game worlds, resulting in unique a experience each time. AI not only revolutionises the gaming industry but also sets new expectations for engagement and immersion in media at large — transforming us from passive consumers to active participants.

Anna Rozwandowicz — Founder and Co-CEO at The Story Mob

Anna Rozwandowicz

I’m fascinated by the tremendous potential of AI to elevate the gaming industry. The possibilities of AI in gaming are seemingly endless: procedurally generated environments, exponentially diverse dialogue trees, enhanced cheat detection for online multiplayer games — not to mention all the under-the-hood graphical upgrades that gamers naturally expect. Imagine RPGs with difficulty settings that scale with player performance in real time, or unique quests that appear as a response to player choice. And that’s only scratching the surface!

On the production side, I anticipate that game developers will wield AI as a powerful tool to streamline their internal processes and deliver more complete games at launch. My hope — as it is with any new technology capable of increasing production efficiency — is that AI will be used as complementary aid for the hard-working game designers that support our industry, and not as a replacement of the human element.

Dan Northcote-Smith — Creative Innovation Director at The&Partnership

Dan Northcote-Smith

What excites me most about the coming wave of gen AI is hyper-personalisation. It will change the way we play games, watch films, listen to music and read stories. Deepening interactions, emotional engagement and accessibility. Procedural generation and large language models put us on the brink of a new era in storytelling, where content can be tailored uniquely to each individual user. What really makes my brain whirr is adding emotional analysis into this mix. Now your entertainment can respond dynamically to your mental state, transforming entertainment into a deeply empathetic companion, adapting to your feelings as they unfold. 

At The&Partnership, we are already looking at how we can improve accessibility for our ads and for gaming and this development will turn accessibility up to 11. Imagine a game that redesigns itself for someone who is blind or has autism or depression, offering escape that is not just personalised, but also helpful and emotionally resonant.