AI in Games: If We Don’t Embrace It, We’re Selling Ourselves Short

God of War, developed by Santa Monica Studio, stands among PlayStation’s biggest successes. It sold over 76.5 million copies across all titles as of early 2025. The franchise redefined action-adventure storytelling through cinematic gameplay and emotional depth.

Now, Meghan Morgan Juinio, who served as Director of Product Development at Santa Monica Studio for more than a decade, believes the next major leap in game creation will come from embracing generative AI.

She said:

“If we don’t embrace it, I think we’re selling ourselves short.”

Juinio notes that Artificial Intelligence is not optional.

“It’s going to evolve whether you’re onboard with it or not, so I want to be at the forefront of helping to guide how that goes and how we use it.”

AI isn’t New: Procedural Tools have Paved the Way

Juinio draws a direct line between generative AI and earlier tech such as procedural content tools and motion capture. She pointed to “SpeedTree” (used for foliage in The Elder Scrolls IV: Oblivion back in 2002) and earlier instances where animators resisted motion-capture or procedural blends.

She believes generative AI will follow a similar arc: from niche, to accepted, to foundational.

When and How to Use AI? It’s Case-By-Case

Juinio said:

“Leaders in the video-game industry… It’s on us to figure out not just can we do it with AI, but should we?”

She stressed that each game must decide individually. Some titles might benefit from AI-driven tooling, others may not. On cost pressures in AAA development, Juinio remains pragmatic: AI may help, but it’s not a silver bullet.

“I don’t see AI replacing the fun gameplay that is at the heart of a game like God of War.”

She emphasised that visuals, music, or scale cannot replace the core, which is fun gameplay, human story, and emotional connection.

Human Creativity Remains Irreplaceable

Despite her embrace of AI, Juinio is clear: human developers must still originate ideas.

“You still need game developers to come up with the ideas. The story of God of War is very much a human story that is based on human experiences.”

She further noted that adopting AI means investing in talent, training, and mindset. Only then will the tools deliver value.

Big Studios also Facing Structural Change

Juinio also addressed the broader problem that the industry has become fixated on blockbuster ($500 m+) titles and scale. She argues major publishers should diversify into smaller “double-A” or “single-A” projects to avoid boom-and-bust cycles.

“I do also think… there is an opportunity for those big players to also look to diversify into double-A and single-A, and then perhaps indie as well.”

The lesson? Bigger isn’t always better in terms of fun, relevance, or sustainability.

Final takeaway

Meghan Morgan Juinio urges the industry not to resist generative AI, but to guide it. Use it as a tool, not as a crutch. Maintain the fun. Keep the human heart.

As the TechJuice article makes clear, Artificial Intelligence is already a reality in one in five games. The real question for the industry now is how we use it, why we use it, and whether we can ensure that the games remain fun, memorable, and human.