An Xbox manager claims studios are using AI in games
Xbox strategy manager Brandon Stirrup said AI is already used in game development, then deactivated his X account, and the claim is stirring debate.
The facts
- According to Engadget, Xbox strategy manager Brandon Stirrup said Xbox is using AI to develop games and that people who deny it are "pretending".
- Stirrup deactivated his social media account soon after, though his posts have been archived elsewhere.
- Xbox has not officially stated a position on making games with AI, per Engadget.
- Industry studies cited by Engadget found adoption of around 90 percent, but their small participant pools and loose definitions of AI make them hard to rely on.
Case notes · Danny's take
Why it matters
One manager's deleted posts are not an official policy. But the reaction shows how raw this topic is. Big studios with shareholders lean towards AI for speed and savings. Smaller indie studios push back, and some players are choosing games based on it. Not every studio is using it, and anyone saying 'everyone is' is selling you a narrative.
For builders
Expect players to ask harder questions about AI in games. Be clear about where you use it, and never let placeholder AI assets slip into a shipped build. Disclosure labels and Steam's AI disclosures are becoming part of how games get judged.
Not financial advice. Do your own investigation.
This story was summarised with AI from Engadget's reporting and checked against our editorial policy. Danny's take reflects his views. Disclaimer.
Danny Walter
Founder of Moon Republic, Volt Terminal and Moon Republic Academy. Author of The Market Is a Crime Scene and After the Applause.