With AI usage on the rise, Nintendo exec says “it is important to offer unique entertainment experiences”

Nintendo senior executive Yusuke Beppu said the company’s priority is to create new, distinctive products as digital entertainment, including AI-generated content, becomes more plentiful. He argued that Nintendo needs to offer experiences that feel uniquely its own so consumers will choose its games and products.

Beppu described development as central to Nintendo’s competitiveness and value, while acknowledging that balancing creative ambitions with business needs is challenging. His comments came in response to an investor question about whether the company’s focus on quality is lengthening game development; the article notes Nintendo has released games regularly since the Switch 2 launched.