"Keywords' Attempt to Use GenAI for Game Development Ends in Frustration"

Keywords, a global service provider, conducted an experiment called 'Project Ava' to make a 2D video game using generative AI tools and technology, but found that while some AI tools can simplify or accelerate certain processes, they are currently "unable to replace talent." Despite this, the company is pushing ahead with other GenAI R&D projects and is leveraging AI tools in other ways, such as aiding customer support. Additionally, Keywords has recruited a former head of gaming from AWS Games to lead its AI Centre of Excellence and is continually "mapping the landscape" for AI tools that can be deployed in the game development cycle.