This ad will be closed automatically in X seconds.

How AI could impact the licensing and consumer products industries

The integration of Artificial Intelligence (AI), especially generative AI (GenAI), into the creative, digital, and consumer products industries, signifies a transformative shift. Dr. Richard Wilson OBE, ceo of TIGA, looks at the nuanced impact of these technologies, with a focus on intellectual property, licensing, and skill sets.

The promise and challenges presented by AI have been felt keenly in the games industry, where the advent of GenAI in particular could significantly impact development processes and player experiences.

TIGA’s own recent Business Opinion Survey underscored the industry’s anticipation, with studios predicting significant impacts from GenAI (37%) and AI (31%) on their operations this year.

These technologies are poised to redefine creativity, operational efficiencies and engagement strategies – not just in games, but for all creative/digital and consumer products industries, especially in the realms of intellectual property, licensing and skills.

Opportunities in Game Development and Player Experience

Generative AI potentially heralds a new era of digital content production, offering automation of various aspects of the development process. This automation could lead to substantial cost reductions and time savings, allowing studios to allocate more resources towards creative endeavours. The implications for game design and development are profound, as they are in other creative industries, with studios leveraging GenAI to streamline workflows and enhance content creation.

Moreover, GenAI could significantly improve the player experience. It could enable, for example, the creation of more diverse and ‘character rich’ non-playable characters (NPCs), deepening the narrative and immersive qualities of games. These advancements promise to elevate player engagement and satisfaction, showcasing the potential of AI to enhance the storytelling and interactivity of game environments. It easy to see how these techniques could be used in non-game IP creation too.

DrRichardWilsonTIGA500x500Navigating Intellectual Property and Legal Frameworks

However, alongside the opportunities there are both challenges and concerns. One of the most prominent is that the adoption of AI tools in content creation greatly increases the risk of infringing third-party IP.

The ability to own, protect and monetise IP remains a cornerstone for studios, guiding their engagement with AI technologies. As such, it is important to both embrace innovation and respect IP laws. We need to ensure that the use of GenAI supports creative expansion, while safeguarding legal and ethical standards.

Traditional IP laws are built around human authorship, leaving a grey area when AI autonomously creates content. This raises questions about copyright and the rights of AI creators versus users.

Strategic Implications for Creative Industries

The economic landscape for games studios is intricately tied to the management of IP rights. By leveraging AI for certain production processes, studios can allocate more resources towards creative output, potentially leading to a richer and more diverse portfolio. At the same time, the imperative to navigate IP concerns with AI-generated content underscores the need for robust legal frameworks and industry guidelines.

There’s also debate about the authenticity of AI-created art and whether it can truly be considered ‘creative’, whether it’s used in a game or on a t-shirt. This ties into broader ethical concerns about the role of machines in cultural production.

And finally, while AI can assist creators, some fear that it might replace human roles, leading to job displacement in some sectors – as highlighted by last year’s Hollywood writers’ strike. Alternatively, AI could free up time for creators and create new job opportunities.

Fostering dialogue among stakeholders across the digital, creative and consumer products industries is critically important. Collaborative efforts to explore AI’s implications, coupled with strategic initiatives to educate, prepare and protect the workforce, are essential in navigating the future of game development and other creative industries.

Dr Richard Wilson OBE is ceo of TIGA, the non-profit trade association representing the UK’s games industry. Its members include independent games developers, in-house publisher-owned developers, outsourcing companies, technology businesses and universities.

MORE NEWS
ParisOlympics500x500
 
Supported by The Point.1888, the programme will deliver a range of products that aim to capture the spirit and energy of Team GB and help increase the brand’s presence in different categories and retail channels....
BaftaGamesPhilWang500x500
 
The winners of the 20th BAFTA Games Awards were announced on Thursday 11 April in a ceremony hosted by Phil Wang at the Queen Elizabeth Hall in London....
PringlesCrocs500x500
 
Fans across the globe will have the choice of three limited edition Pringles-inspired designs in fan favourite Crocs styles, an array of Pringles-themed Jibbitz charms and a new Pringles flavour inspired by the partnership, Croc-Tail Party....
RoyalPavilionBrighton500x500
 
With a promise that the licensing programme will 'extend the allure of the majestic estate' to connoisseurs far and wide, an array of merchandise is being planned....
CurveUFC500x500
 
Under the new agreement, Revlon's Curve for Men will become an Official Partner of UFC in the fragrance category - marking the first time UFC has offered the category to a marketing partner....
BLLAS24new500x500
 
Taking place on Thursday 25 April, some 450 industry executives will head to the Royal Lancaster London for an afternoon of celebration....
Get the latest news sent to your inbox
Subscribe to our daily newsletter

The list doesn't exist! Make sure you have imported the list on the 'Manage List Forms' page.