Ubisoft’s recent stance on generative AI is unusual in an industry that has spent the last two years promising automation as salvation. Instead of pitching AI as a magic fix, Ubisoft is urging the industry to “be humble,” acknowledging that the technology is unpredictable, limited, and prone to creating more work rather than less. But beneath that caution is a deeper conversation the industry isn’t having: not whether studios should use AI, but where AI belongs. And the answer is not in narrative, world logic, or anything players directly experience...
