Hooded Horse, a publisher recognized for its focus on strategy and city-building games like Manor Lords, has taken a definitive stance on the use of Generative AI (GenAI) technology. In an interview, Hooded Horse’s CEO, Tim Bender, announced the company’s firm decision not to collaborate with studios employing GenAI.
A Firm Stance Against GenAI
The publisher’s contracts now explicitly include a clause against GenAI, stating “no f***ing AI assets,” to ensure that partnered developers do not incorporate this technology into their games. Bender expressed his frustration, saying that GenAI has complicated their work rather than aiding it.
The decision comes amidst backlash from other studios like Larian and Embark Studios, who have faced criticism for their openness to using AI technologies. Additionally, non-gaming companies have noted that AI-driven products aren’t resonating with consumers.
Challenges in Enforcement
Bender highlighted the difficulty in enforcing the GenAI ban. Although including it in contracts is straightforward, ensuring compliance is more complicated. Bender mentioned that developers might consider using GenAI temporarily during prototype phases, but emphasized the risk of these elements unintentionally making it into the final product.
The company remains vigilant, advising developers to abstain from GenAI entirely to prevent accidental inclusion, which Bender describes as “cancerous.”
Ethics Over Public Relations
For Hooded Horse, the rejection of GenAI isn’t merely about avoiding bad press; it’s an ethical stance. The publisher is committed to removing any GenAI elements discovered in their games, stressing that the presence of AI assets is unacceptable. Bender acknowledges the frustration of dealing with this issue but insists on their commitment to ethical game development.
Ultimately, Hooded Horse stands firm against GenAI, prioritizing ethics over convenience, and sets a precedent that other companies may follow in the evolving debate over AI in the gaming industry.