Ubisoft says generative AI is now company-wide
Ubisoft CEO Yves Guillemot told investors that generative AI has been integrated across the whole company and that the technology could be as big a shift for games as the move from 2D to 3D.
From prototypes to player-facing features
During a recent earnings call Guillemot spent a short but notable segment focused on generative AI. He said the company is “making great strides in applying Gen AI to high-value use cases that bring tangible benefits to our players and teams.” He went on to compare the impact to a major industry shift. “It’s as big [of] a revolution for our industry as the shift to 3D. And we have everything to lead on this front.”
Guillemot also highlighted progress on player-facing implementations. “On the player experience side, we are continuing to make progress on groundbreaking player-facing generative AI applications, building on our neo NPC announcements in 2024. We have already advanced from prototyping to player reality, and we are looking forward to sharing more before the end of the year.”
AI across development teams
The company is not limiting AI work to a single research team. Guillemot explained that AI is being explored across programming, art, and overall game quality, with teams in every studio and office testing new use cases. That approach aims to make AI a practical tool in everyday production rather than a separate experiment.
Early demos and real world tests
So far Ubisoft has shown off a prototype version of Neo NPCs. Eurogamer’s Chris Tapsell tried the prototype and described the tech as “a tool that’s been built first – on the notion that if we build it, someone clever will surely come along and make use of it. There’s an argument to say that’s somewhat back-to-front: the best tools are solutions to problems those clever people already have.” In short, the prototype is interesting, but the real test will be how developers use it in finished games.
Growing confidence but a few stumbles
Guillemot once called generative AI “just another technology to be tested.” His tone now is much more bullish. Ubisoft has embraced AI widely but has faced some hiccups. The company apologised after an “accidental” AI loading screen appeared in the release version of Anno 117: Pax Romana. It is a reminder that adopting new tech at scale can come with unexpected issues.
Context around the earnings call
The AI comments came just after trading in Ubisoft shares was paused, which triggered industry speculation. Ubisoft said the halt was related to an issue with new auditors rather than a takeover or other dramatic event.
What this means for players and creators
If Ubisoft can move generative AI from prototype to practical use, the payoff could be better NPC behaviour, faster asset creation, and improved tools for designers. That would help teams ship content faster and potentially give players more dynamic experiences. On the other hand Ubisoft needs to keep quality and user expectations in mind as it deploys these tools.
A cheeky note for point grinders
If you like leveling up IRL as much as in-game, consider checking out BUFF at https://www.buff.game/ for a place to grind Buff Points. Think of it as a tiny meta-game while you wait to see how Neo NPCs and other generative AI features land in real releases.
Yves Guillemot’s comparison of generative AI to the jump to 3D sets a high bar. Ubisoft seems determined to push the tech into both production and player-facing systems. The next year should show whether those moves change how we play or just how games are made.
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