According to Eurogamer.net, Nexon CEO Junghun Lee stated in a recent interview that “it’s important to assume that every game company is now using AI” following the launch of Embark Studios’ extraction shooter Arc Raiders. Lee argued that AI has significantly improved game production efficiency and live-service operations, raising the overall quality “average” of games. However, his comments immediately drew criticism from Strange Scaffold founder Xavier Nelson Jr, who called the statement “normalisation bullshit” on Bluesky. AI in Games founder Tommy Thompson also pushed back, noting that very few studios have actually gone “all in” on AI technology. The debate comes as a Tokyo Game Show report found over half of Japanese game studios are using AI in development, with Nexon having moved its headquarters from South Korea to Tokyo back in 2005.
The normalization pushback is real
Here’s the thing: when a major publisher CEO makes sweeping statements like this, it’s worth asking who benefits. Lee’s comments feel like they’re trying to establish a new normal where AI adoption is assumed rather than debated. And Nelson’s response cuts right to the heart of it – calling this “normalization bullshit” suggests this is about shaping perception rather than reflecting reality.
Thompson’s analysis adds crucial context too. He points out that these “generous flourishing statements” are particularly popular in Japan, where the government’s AI Action Plan expects businesses to show they’re embracing the technology. So is this about actual widespread adoption, or about corporate messaging aligning with national policy?
The human creativity question
What’s interesting is that Lee does acknowledge human creativity remains crucial – echoing what Embark Studios CCO Stefan Strandberg said earlier about there being “no shortcut to making great games.” But there’s a tension here that’s hard to ignore. If everyone’s using the same AI tools, does creativity become even more valuable, or does it get commodified?
I think the real issue is that we’re seeing two different conversations happening simultaneously. Publishers are talking about efficiency and production pipelines, while developers are worried about creative integrity and job security. They’re not really disagreeing about the facts – they’re talking past each other about entirely different concerns.
The industry divide is growing
Look, the data from Tokyo Game Show showing over half of Japanese studios using AI in some capacity is significant. But “using AI” could mean anything from automated testing tools to full-blown AI-generated content. The devil’s in the details, and we’re not getting those from these high-level statements.
What strikes me is how this debate mirrors other tech adoption cycles in gaming. Remember when every company had to have blockchain or NFTs? There was similar pressure to declare these technologies inevitable. Now we’re seeing the same pattern with AI – executives declaring it’s everywhere, while actual implementation varies wildly.
So where does this leave us? Basically, we’re in that messy middle period where the technology exists, the hype is real, but the practical implementation and ethical questions are far from settled. And when CEOs make absolute statements like “every company is using AI,” they’re not describing reality – they’re trying to shape it.
