The new boss of Embracer Group says that the company wants to use generative AI in game development, but in an "ethical and sustainable" way. 

Speaking at the company's AGM – as spotted by Game File – CEO Phil Rogers (pictured) said that artificial intelligence tools are a "power multiplier", adding that its studio and production chiefs are on board with the tech. 

The chief exec added that while AI has its uses, there needs to be a human touch to guide the process. 

"In an industry defined by escalating development costs and limitless player expectations, the question is no longer if a company will adopt a technology like AI, but how it leads with it? How we take Embracer forward across Fellowship? Our answer is a smart implementation of generative AI in ethical and sustainable ways," Rogers said.

"We really do view AI as a strategic catalyst. It's the most powerful technology or tool of our generation for driving efficiency, amplifying creativity, and ultimately delivering the high-quality, memorable games that players demand more effectively, more predictably, and more profitably than before."