Highlights
- Pocketpair rejects generative AI, prioritizing human-made content in all future games.
- A new publishing division will exclusively support human-crafted titles to meet player demand for authenticity.
- The studio bets that human-made designs will remain a key competitive advantage against AI-heavy industry trends.
Pocketpair, the studio behind the viral survival phenomenon Palworld, declared that it will not use generative AI in its games, signaling a major move to distance itself from an industry trend it deems both pointless and unwanted. John Buckley, the studio's Head of Publishing and Communications, has been vocal about the firm’s commitment to human artistry, clarifying that Pocketpair has never utilized AI to create creatures, assets, or any other game content.
While talking to GamesRadar, Buckley emphasizes that the studio’s decision is rooted in a fundamental principle: if gamers do not want AI-generated content, then there is no conversation to be had. He describes the push for AI as unnecessary, noting that replacing in-house artists with algorithms "just seems pointless" to save money. Buckley emphasized, "We have a lot of artists in-house. They like doing stuff themselves. There's no reason to get rid of them for the sake of an AI doing it.”
The studio’s firm stance comes as developers face growing pressure from both players and the market regarding the use of automated creative tools. During this month's Summer Game Fest, titles like the revived Crazy Taxi and the latest Tomb Raider faced immediate fan scrutiny, prompting the developers to clarify their use of AI. Buckley points to events like Steam Next Fest as a source of frustration, where an increasing number of AI-generated assets and listing images are cluttering the platform.
Steam
A New Publishing Division for Human-Made Games
Buckley observes that even from an industry perspective, these additions often feel unnecessary, leaving many to wonder why developers aren't simply creating the assets themselves. This sentiment has led Pocketpair to launch a new publishing division in October 2025 that explicitly refuses to handle games relying on generative AI, effectively positioning the studio to capture a market of players who are actively seeking human-made experiences.
This resistance to AI is not merely a vocal minority but a persistent trend within the gaming community. The financial and market outlook suggests that implementing AI is becoming more of a liability than a benefit. Circana’s PlayerPulse data shows that opposition is trending upward, with the number of U.S. players saying the presence of generative AI would deter them from purchasing a game rising from roughly 22% in March 2024 to just over 25% by December 2025.
While a majority of players remain neutral, the rising tide of opposition has led to an "authenticity market," where developers may market their games as "100% human-made" to distinguish them from the flood of low-quality AI projects on storefronts like Steam. Buckley finds this trend slightly dystopian, lamenting the idea that studios might soon need to place disclaimers on store pages to confirm basic human involvement, calling it "sad to think about."
Looking ahead, the divide between game developers regarding AI implementation is likely to widen. While Western players appear firmly set against the technology for the time being, Buckley acknowledges that some international markets, such as South Korea and China, may be more open to adoption as a means of competition.
He notes that while some major companies may utilize AI to "save time," he is skeptical about its long-term prevalence. As the industry grapples with the fallout of these tools, Buckley predicts a significant "clash" in the next two to three years between those who prioritize efficiency and those who lean into the human-made brand. For now, Pocketpair is betting that in an era of automated content, the most valuable commodity for players will remain the genuine, unautomated efforts of human creators.
