Roblox is introducing "Build", a mobile-first tool that lets users generate basic games from text prompts directly within its app, marking the company's latest push to embed AI throughout its platform. The feature could make it far easier for anyone to create games, but critics worry it may worsen concerns about low-quality, AI-generated "slop" flooding a platform already criticised for uneven content standards; Roblox insists its discovery systems favour games with genuine player retention, so unplayed AI-made titles will not be promoted.

Build handles gameplay mechanics, environments, characters, visual style and sound, drawing on both Roblox's own AI models and open-source ones. It launches in public alpha on 28 July, initially limited to age-verified users in New Zealand aged nine and over, though published games will be playable globally by users 16 and up. A basic version will be free, with paid options for power users planned but not yet detailed. Roblox also plans further AI agents for developers, including tools for playtesting, analytics and engagement experiments, expected in the coming months.