Sakurai Says Game Studios Risk Falling Behind by Ignoring AI in 2026

Masahiro Sakurai isn’t embracing generative AI, but he isn’t dismissing its future either. The creator of Kirby and Super Smash Bros. says he uses none of these tools, even for brainstorming. Yet his warning to developers raises a question for gaming: as production grows more demanding, could studios that refuse to examine AI lose ground to competitors willing to explore it responsibly? The debate reaches beyond tools to creativity.

Sakurai warns studios against ignoring AI

At the Famitsu 40th Anniversary Festival on November 7, 2026, Sakurai explained why AI has not entered his creative process. Game ideas must fit deadlines, staffing, and budgets. Those details are difficult to capture in prompts, he said, so AI suggestions may overlook what a team can deliver.

He confirmed he did not use generative AI on his projects, including Kirby Air Riders. On graphics, he said the technology had yet to earn trust and must not exploit others. For now, he believes his team can create better results independently.

Yet his personal choice is not a blanket recommendation. Sakurai warned that developers fixed on never using generative AI could fall further behind. He also stressed that deciding where and how to use it is complicated, so his approach is cautious.

Why game development is under pressure to adapt

His warning reflects the pressure surrounding modern game development. Sakurai described making games today as extremely demanding and noted that some titles sell millions of copies yet still operate at a loss. He compared Kirby Air Riders with Kirby Air Ride, saying the newer project required ten times as much work. The comparison shows how even familiar franchises can demand far more work. Production scale, not simply the promise of new technology, is central to his concern.

For studios, the practical question is where selected tools might help. Depending on the workflow, AI could support prototypes, repetitive tasks, localization, or quality assurance. These are potential applications, not uses Sakurai endorsed at the festival. Each still needs human review, reliable results, and evidence that it saves time rather than creating costly corrections.

That is why gaming industry innovations involve more than adopting new software. Publishers and independent teams face different resources and risks, while AI raises questions about training data, consent, attribution, employment, and accountability. The entertainment business will need transparent practices if creators and players are to trust AI-assisted work.

How studios can stay competitive in 2026

Amid rising production pressures, studio leaders need a balanced approach that avoids both uncritical adoption and outright rejection of AI. Teams can study tools, run limited trials, check data rights, and keep people accountable for creative decisions. A measured approach allows experimentation without treating AI as a guaranteed shortcut.

Players will ultimately judge the experience, not the production method. Memorable characters, thoughtful mechanics, and distinctive worlds require strong creative direction. In entertainment, AI may change how games are made, but cannot guarantee better ones. Sakurai’s message points toward a thoughtful future: stay curious, protect creators, and follow gaming trends without surrendering creative judgment.