From speeding up asset creation to cutting down QA time, generative AI has quickly gone from ‘experimental tech’ to something that’s expected in the game industry. But for all the hype, not everyone is convinced it can actually improve what players care about most. During a recent internal session, NCSoft CEO Kim Taek-jin admitted that AI is rapidly becoming a core part of development pipelines. However, he also warns it cannot replace what makes games feel ‘instinctively fun.’
“The insight, or ability, to penetrate the essence and meaning of one’s work is crucial,” stressed Kim to new hires in the company’s annual ‘Conversation with the CEO’ session via Gametoc, translated using translation tools. Perhaps, in other words, he wants its developers to know why a game can feel fun, rather than just knowing how to build one.
His comments, of course, come at a time when AI tools are being rapidly adopted across the games industry. According to Google’s research, more than 87% of studios all over the world have now utilized AI agents during development. Recently, CEO Kim Hyung-tae of Shift Up, the Korean studio behind Stellar Blade, also said that using AI is no longer optional.
However, this industry-wide shift hasn’t been universally welcomed, as gamers and some creatives alike have pushed back on it. They are often quick to point out any recognizable use of generative AI, especially when it affects player-facing content like art or writing. That backlash has already surfaced in high-profile cases, such as Expedition 33 losing its Indie Game Awards win following AI-related criticism.
Kim then added that, “It is ideal to provide instinctive fun that is hard to explain,” regarding game development process. AI maybe can speed things up, but it doesn’t understand timing, emotion, or the subtle emotions that make particular gameplay clicks. That’s why a person’s personal touch is still ‘crucial’ in crafting experiences that resonate with other people.
He also pointed out that many of NCSoft’s past recruits have risen through the corporate ladder and become the ‘core of the company.’ He encouraged the newcomers to take an active role in growing the company moving forward.
NCSoft itself is best known for developing the Lineage and Aion MMO series as well as publishing ArenaNet’s Guild Wars. It is currently working on PlayStation’s Horizon MMO spin-off, Horizon Steel Frontiers.
