naiwa 2026-04-10

The company believes that the industry has become too obsessed with "cool AI" and gives little thought to its practical application.



Keywords Studios, one of the largest outsourcing companies in the gaming industry with more than 12,000 employees, recently ran over 500 AI-based tools designed for game development through internal tests. According to John Gibson, head of the transformation department, only 5–6 of them actually proved useful and work as originally intended.Gibson notes that many are currently chasing the creation of "the most powerful AI" and impressive demos where a single prompt produces a spectacular result, but much less often think about how to integrate these solutions into real production processes under human control. As a result, according to him, companies often create AI services "just for show," and then try to forcibly fit them into existing pipelines instead of first understanding which specific problem needs to be solved and designing the tool accordingly.He also believes that the negative reaction from some developers is precisely due to this approach: people are forced to use raw or useless solutions, causing half of the specialists to start perceiving AI in general as "something bad." Gibson describes what is happening as a stage of "chaos": the market is flooded with AI junk, but as studios learn to clearly formulate tasks and control the use of technologies, artificial intelligence will begin to bring real benefits.