Despite ongoing criticism from players, Netflix has made up its mind: the company believes the future of gaming lies in generative AI. It recently posted a job listing for a Director of Generative AI for games.

Generative artificial intelligence has spread among companies and users at an unprecedented pace, so it was only a matter of time before it entered the world of video game development. In fact, several companies already embrace the use of this technology to create digital experiences — and now, Netflix has joined the trend. At least, that’s what a recent job posting suggests, offering a glimpse into the company’s plans for creating and managing titles under the Netflix Games brand.

According to the job listing on Netflix’s official website (via Insider Gaming), the company is seeking a “Director of Generative AI for Digital Titles.” Specifically, they’re looking for someone to “lead the strategy and application of generative AI across our entire gaming organization.” The goal is to “leverage cutting-edge AI to create meaningful, innovative, and scalable experiences for players.”

The listing further explains that Netflix wants its new director to “shape and expand” the company’s approach to generative AI. The idea is to use the technology to explore a game’s “core capabilities,” “features,” and “entirely new ways to play.” To achieve this, the candidate’s work must balance “technical feasibility” with what “resonates with players.”

Developers Reject AI in Video Game Production

This is not the first time a major company has expressed its desire to create games with generative AI — and developers’ reactions are already well known. Microsoft, for example, has unveiled a tool called Muse that can “generate gameplay footage, actions, or both,” but developers harshly criticized the initiative, arguing that it offers no real benefits beyond reducing costs for companies.

The debate has resurfaced recently due to the acquisition of EA by a consortium of investors led in part by the Saudi Arabian Public Investment Fund (PIF). According to the Financial Times, the new owners are betting on AI to boost the company’s profits in the coming years. Thus, even though its use continues to draw heavy criticism from the developer community, everything suggests that companies are moving decisively toward generative AI.

Source: 3djuegos