The ongoing rise of generative AI in creative industries has prompted strong reactions from stakeholders determined to preserve traditional methods. Video game publisher Hooded Horse, known for titles like Manor Lords and Against the Storm, has publicly declared its commitment to keeping generative AI out of their development process. This policy addresses growing concerns among players and creators about the effects of AI-generated content on originality, labor practices, and quality. CEO Tim Bender’s leadership reflects both industry skepticism toward generative AI and a practical approach to tackling unintended infiltration in production pipelines. The company believes the entertainment value and credibility of games depend on authentic artistic contribution, motivating their tough stance. Notably, developers and audiences often share this perspective, fostering alignment across the creative ecosystem.
Other reports from past months have highlighted the increased adoption of AI across various publishers, with responses ranging from enthusiastic integration to hesitant experimentation. While several major companies have faced backlash for the use of AI-generated visuals and music, few have taken a firm contractual position like Hooded Horse. Earlier controversies included instances where studios unintentionally left AI-linked assets in shipped products, sparking debates on transparency, ethics, and enforcement. Discussions about developer autonomy and player expectations have deepened as generative AI tools have proliferated.
How does Hooded Horse enforce its anti-AI policy?
Hooded Horse incorporates explicit clauses in all contracts with developers, requiring transparency and mutual agreement regarding the exclusion of generative AI assets. The company stresses shared values rather than strict policing, as Bender notes that most partner studios and creators already prefer avoiding AI art. He explains,
“Players don’t, by and large, want gen AI.”
This sentiment underscores the belief that games should reflect human creativity and labor, not automated outputs. However, the company acknowledges challenges with external vendors who may inadvertently introduce AI-created materials.
What risks does Hooded Horse anticipate during development?
Despite contractual safeguards, the publisher remains conscious of accidental inclusion through outsourcing or freelance work. Bender cautions that generative AI assets can be difficult to detect, especially at placeholder stages. He warns,
“Don’t even use gen AI for that. It’s such a risk, because things happen, right?”
Process controls now span the entirety of production, requiring ongoing vigilance to ensure compliance. The publisher recognizes the limits of its control over third-party collaborators and seeks to address potential slip-ups proactively.
Can the company completely prevent AI-generated content?
While Hooded Horse is dedicated to avoiding AI in its titles, leadership admits that total prevention may be unrealistic in the current industry landscape. Instances like unintentional use of outsourced AI assets demonstrate the difficulties involved. The publisher has pledged to adapt swiftly: any detected generative AI content will be removed from released products. Bender expresses that, although aspirations are strong, complete exclusion remains a constant challenge due to the complexity of global supply chains and the widespread nature of AI tools.
Growing concern about generative AI’s effect on creative industries has fueled diverse responses, with some companies adopting AI and others, like Hooded Horse, actively resisting. For players and developers uneasy about the dilution of traditional artistry, transparent policies provide a degree of assurance. However, the sophisticated means by which AI assets can be introduced—intentionally or by oversight—make comprehensive exclusion a significant undertaking. Continuous dialogue between publishers, developers, and players remains crucial for maintaining trust and integrity, especially as the technology advances. For those aiming to keep their projects AI-free, robust procedures, frequent asset checks, and clear communication are essential tools. Adopting explicit contractual language and working with values-aligned partners also strengthen the likelihood of meeting these goals.
