Ubisoft believes that the impact of generative AI on the gaming industry is comparable to the revolutionary shift from 2D to 3D, and the technology is being adopted company-wide.Previously, EA CEO hinted that he would continue to promote the use of AI in response to the controversy caused by the promotion of AI throughout the company.

Ubisoft CEO Guillemot said that generative AI has been integrated into the entire company, and expressed his belief that generative AI will be as "revolutionary" to video games as the transition from 2D to 3D.

Guillemot said: "We have made tremendous progress in applying artificial intelligence to high-value use cases that can bring tangible benefits to our players and teams... This is as significant for our industry as the transformation to the 3D era. We have all the advantages to lead this field."

"In terms of player experience, we are continuing to promote breakthrough generative AI applications for players, which is a continuation of the new NPC concept we announced in 2024. We have transitioned from the prototype design stage to the actual player experience stage, and we look forward to sharing more information before the end of the year."

Finally, Guillemot said that Ubisoft's embrace of AI goes far beyond specialized AI projects, and the application of AI has been integrated into every development team in all Ubisoft offices."On the production side, teams across all our studios and offices are actively embracing this new technology and constantly exploring new applications in programming, art and overall game quality," he explained.

Currently, Ubisoft’s publicly displayed results in the field of generative AI are the Neo NPC prototypes mentioned above, which Eurogamer’s Chris Tapsell has personally experienced.He describes the technology as "a tool that was developed before other technologies - the idea being that if we develop it, there will be smart people who will take advantage of it. But some people think this idea is a bit putting the cart before the horse: the best tools should be solutions to problems that smart people have already encountered." Perhaps we will soon see this technology in practical applications.