SEGA Sammy: no generative AI in the creative work of games, CEO policy says

SEGA Sammy Holdings says CEO Haruki Satomi's policy is not to use generative AI directly in the creative aspects of games and other content, external director Kohei Katsukawa states in the group's Integrated Report 2026, released 2 Nov. "Game creation is about providing captivating experiences to fans, and valuing uniquely human creativity helps build relationships of trust with our fans," Katsukawa writes in the External Directors' Dialogue.

The same report, and Sonic City's read-through of it, note that SEGA Sammy still explores AI for development support, operations and marketing, with Group CIO Takaharu Kato saying nearly all Japan staff now use generative AI under internal copyright and data guidelines. Fellow external director Naoko Murasaki adds that development teams take pride in worlds AI cannot make and that players notice the difference.

Australian SEGA and Atlus players should read this as a studio-group line, not a patch note: support tools are in, direct generative AI for game creativity is out, as of the 2026 report. It sits beside earlier SEGA caution after the Crazy Taxi AI episode covered by other outlets in October.

Photite last covered publisher AI rules when Nexus Mods made AI disclosure mandatory.