With gen AI assets cut from Assassin’s Creed creator’s new game demo, lead admits “we didn’t even realize it was AI anymore because we were used to seeing it”
Generative AI-created assets were removed from a new game demo by an Assassin’s Creed creator after the team recognised concerns about their use. The lead’s admission that staff had become accustomed to seeing the material illustrates how easily AI-generated work can become normalised within development pipelines.
The developer said the team did not initially realise some assets were AI-generated because they had become used to seeing them. Their removal from the demo reflects continuing industry scrutiny over disclosure, authorship and the role of generative AI in game production.
- AI-generated assets were removed from a new game demo.
- The team said AI content had become normalised internally.
- The case highlights wider concerns about AI use in games.