Nexons CEO Asserts That AI is Now Ubiquitous Across the Gaming Industry

**ARC Raiders** has made a remarkable entry into the gaming market, boasting over **700,000** concurrent players across all platforms and achieving **4 million** copies sold. However, fans’ excitement was quickly dampened by another development: the studio **Embark** implemented generative artificial intelligence for character voiceovers.

Amid ongoing debates, **Nexon**’s CEO **Lee Jung-hun**, whose company owns **Embark Studios**, spoke out about AI’s role in game development. In an interview with **GameSpark**, he noted that the use of artificial intelligence has become a standard practice in the industry.

**Lee Jung-hun** acknowledged that AI enhances efficiency in game creation and maintenance but refrained from commenting specifically on the situation with **ARC Raiders**. Meanwhile, gamers and voice actors have criticized **Embark** for opting for AI-generated voices instead of hiring live actors.

The situation is particularly striking given that **Nexon** acquired **Embark** for **$96 million**, making the cost-cutting on voice talent seem questionable. The developers defended their choice, claiming that many voice actors were reluctant to return to the studio for additional recordings of short phrases, but the gaming community received this explanation with skepticism.

There are many advocates for **Embark’s** approach within the industry. Reports suggest that **Electronic Arts** is **pressuring** its employees to utilize AI for nearly all tasks, while **Square Enix** plans to transfer up to 70% of game testing to AI. Even extravagant entrepreneur **Elon Musk** has **promised** a «great game» created by AI by the end of 2026.

However, calling the use of cutting-edge AI an industry standard is still problematic, as many major firms are moving in the opposite direction. **Nintendo** has explicitly stated that it does not intend to incorporate generative AI into its projects. **CD Projekt** confirmed that **The Witcher IV** is being developed without such technologies, and **Pocketpair** has declared it will not publish games featuring AI-generated content.

The use of artificial intelligence for streamlining routine tasks, as seen with the team behind **World of Warcraft**, is no longer surprising. However, substituting human creativity with algorithms continues to spark strong reactions from the community.