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Creative Assembly says it does not use generative AI to create game assets, and expects external developers to follow the same rule. Its Total War vice-president also says the studio uses AI tools when they help staff with work such as analysis, debugging and prototyping: support the creator, not replace them.

The statement comes as Sega and Creative Assembly investigate problems with Shogun 2 – Complete Edition, which was pulled from sale amid concerns about generative AI use and performance. GamesIndustry.biz reports that Roger Collum said the game was externally developed and did not go through Creative Assembly’s usual internal reviews and quality assurance. That distinction matters: outsourcing work did not outsource responsibility for the Total War name. The investigation is ongoing, but the studio’s stated policy draws a useful line between using AI as a tool and using it to make game assets.

Discuss: Should studios ban generative AI from making game assets while allowing it for tasks such as debugging and prototyping, or is that distinction too hard to enforce?

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