Akihiro Hino, CEO of Level 5, has defended the use of generative AI in a recent presentation, claiming that the technology has helped to cut development time in half.

In a live stream on September 10, the Shizuoka-based studio showed off footage from a wide variety of upcoming projects, including a new Yokai Watch game and a remake of Professor Layton and the Curious Village. Even so, viewers were quick to notice the widespread use of generative AI in both the visuals of the games and the presentation itself. Hino actually appeared throughout the show as an entirely digital avatar that changed art styles wildly from shot to shot.

Given the intense backlash from fans both domestic and abroad, the CEO took to social media to address the situation two days later on September 12. While he emphasized that the company does not use AI in the creation of elements "integral to the quality and individuality" of games such as plot and character designs, the technology is used to bring designers' ideas to life in digital form. Moreover, he recognized that AI may have been used too much throughout the presentation to make it "more flashy and easier to understand."

This is, of course, a non-apology. Fans are not concerned about the fact that AI was used in the presentation, but because of the reality that Level 5 plans to incorporate the technology into every part of their development process. Much like Shueisha learned with the Manga Million project, this will continue to be a dividing point between companies and consumers for years to come.