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Amid backlash, The Finals lead doubles down on the FPS’ controversial AI usage, says it allows the team to “work better and faster, and do more with less”

The brand and communications director of The Finals developer Embark Studios has addressed the backlash to the studio’s controversial choice of leaning on AI when developing the popular new FPS game, saying that the generative tools allow the team to “work better and faster, and do more with less.”

Speaking to Game Developer, Embark Studios brand and comms director Sven Grundberg says the choice to discuss the team’s use of generative AI tools on a podcast earlier this year was a deliberate one. 

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Leah Sirama
Leah Sirama
Leah Sirama, a lifelong enthusiast of Artificial Intelligence, has been exploring technology and the digital realm since childhood. Known for his creative thinking, he's dedicated to improving AI experiences for all, making him a respected figure in the field. His passion, curiosity, and creativity drive advancements in the AI world.
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