At the recent Gamescom Asia x Thailand Game Show, a major discussion point was Dead Space creator Glen Schofield’s keynote, where he outlined his vision to ‘fix’ the industry, partly through generative AI. Amidst this debate, IGN spoke with Meghan Morgan Juinio, another experienced industry figure, for her perspective on this often-controversial technology. While generative AI has drawn criticism from some fans, notably Call of Duty players, it has also received strong backing from executives like EA CEO Andrew Wilson.
Juinio, who recently concluded a decade-long tenure as director of product development at Santa Monica Studio, overseeing two blockbuster God of War titles, believes that failing to adopt AI would be a missed opportunity. “AI is a tool, an augmentation,” she explained. “It’s going to develop regardless of whether we participate, so I want to be instrumental in shaping its application and direction within our industry.”
A related slideshow, “God of War Games in Chronological Order,” was also presented.
She drew parallels between generative AI and procedural generation, a technique used in game development for decades. Juinio cited SpeedTree, a real-time tree generation tool, which was notably used for foliage in The Elder Scrolls IV: Oblivion as far back as 2002. She also reminisced about a time when animators resisted motion capture and procedural animation blending over traditional hand-keying. Both procedural assets and animation methods are now industry standards, and Juinio is convinced that generative AI will follow a similar path.
“I’m incredibly optimistic,” Juinio stated, echoing Glen Schofield’s keynote sentiment that AI represents the next major technological leap. “It’s already here, and as leaders in the video game space, we’re responsible for not just asking ‘can we’ integrate AI, but ‘should we’? This will involve a nuanced, case-by-case evaluation, as what works for one game might not apply to another.”
When pressed on whether generative AI could curb the rising costs of AAA game development, Juinio clarified that AI isn’t a silver bullet for the industry’s post-pandemic challenges, such as frequent studio closures and the perceived “bursting of the blockbuster game bubble.”
“I wouldn’t frame it as an either/or situation,” Juinio noted, emphasizing that the sheer size, scale, or visual splendor of a game isn’t the primary factor. “At its core, a game must be fun. Ideally, its story is captivating, relatable, and offers an enjoyable experience for players.”
“While beautiful visuals and immersive music are great, truly immersive soundscapes won’t compensate for weak gameplay or an unengaging narrative,” she continued. “Such shortcomings would prevent a game from truly resonating with players. Therefore, for the foreseeable future, I don’t envision AI replacing the fundamental fun gameplay that defines titles like God of War.”
A video showcasing “The First 26 Minutes of God of War Ragnarok PC Gameplay in 4K 60FPS Ultra Settings” accompanied the discussion.
While firmly believing in the lasting presence of generative AI in game development, Juinio also expressed confidence that it can never fully replicate the “heart and soul” that human creativity brings. She stressed that AI adoption will only yield positive results if accompanied by significant investment in developers, empowering them to maximize the technology’s potential.
“Ultimately, you still need human game developers to conceive ideas,” Juinio asserted. “The narrative of God of War, for instance, is deeply human, rooted in shared human experiences.”
“As it stands today, I don’t see that changing,” she concluded.
Interestingly, earlier this month, the creators behind Battlefield 6 mentioned that integrating generative AI into their daily development workflow isn’t currently feasible, despite acknowledging the emerging technology as “very enticing.”
The conversation surrounding generative AI extends far beyond just in-game assets. In early October, Nintendo released a statement addressing concerns about generative AI, specifically after OpenAI CEO Sam Altman described Sora 2’s copyrighted character videos as “interactive fan fiction.”
This report was filed by Tristan Ogilvie, a senior video editor at IGN’s Sydney office. He attended Gamescom Asia x Thai Game Show 2025 as a guest of the event organizer.