Google Cloud Exec says

Treat artificial intelligence leads to the level of industry the account In games – some studios will not survive the repercussions.

This is a warning from Jack Buser, Google Cloud World Games Manager, who says the industry falls into a major revolution in its history.

“Some of these gaming companies will do this, and some are not.” Decipher. “Some will be born through this revolution.”

Buser, an old manufacturer in industry for 30 years, works with publishers and studios to adopt cloud infrastructure and AI, from scaling multiple players to analyze player data and testing generation tools. This role is placed at the intersection of the development of large technology and games, where studios are connected to Google servers and artificial intelligence models to build or carry their titles.

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He pointed out that artificial intelligence arrives exactly, as developers face financial pressure and the player’s participation with new games.

“More than half the time of playing in games is more than six years,” he said. “So, if you are making a new game, you are competing for less than half the time available. appropriate And maintain the participation of the players. “

After decades of growth, the global game industry decreased after birth, as revenues decreased in 2022 before recovery. In 2024, she was born 182.7 billion dollars3.2 % over the previous year. Revenue is expected to rise to $ 188.9 billion in 2025, an increase of 3.4 %.

“You have a broken business model, and the result is demobilization, canceling games and other problems in the game industry in recent years,” said Boujer.

However, Buser believes that the artificial intelligence can be the director of industry. Harris poll, commissioned by Google, found that nine out of 10 developers are already present Use Artificial intelligence tools in part of the production process.

He said: “If you go to the state of use of Case by using Case in your development pipeline, it is understood to guarantee quality, and attack each case with artificial intelligence, you can get a radical decrease at the time of development.”

The developers test the obstetric tools that aim to change how games look, feel, and develop in actual time. Buser called this era “Live game– Artificial intelligence is used in the actual time to analyze the behavior of the player and create new content while flying. Unlike traditional games, which depend on the stains and drops of the downloadable content (DLC), these systems can adapt in minutes instead of the most famous.

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“Take Darith Vader in Forent, for example – the player’s reaction was strong,” Buser said. “We just scratch the surface.”

But the start was not smooth. When Forenett foot Vader of artificial intelligence earlier this year, the robot presented racist and homosexual insults before correcting epic games on the system quickly.

Not everyone welcomed the experience. After the release, SAG-Aftra presented a job complaint Against the vulnerable Llama Productions, the vocal actors replacing the artificial intelligence without the approval of the Federation.

“This charge relates to the decisive role of the union in negotiating the conditions related to replacing the business unit with artificial intelligence technology,” said a SAG-Aftra spokesman. Decode encryption. “We highly support artificial intelligence tools to enhance the audience’s experience, but employers cannot implement these types of uses without coming to union first and bargain.”

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Buser made comparisons between the increasing role of the spontaneous organization and the previous jamming in the history of games – when technological transformations reformulate the industry map. Some companies adapt to the transition from cartridges to CDs. Others did not.

“You will see some of the companies you did not make,” Buser said. “Then you see other huge gaming companies today, what I call CD-ROMITION. This is the same thing that is happening now.”