Nintendo's president, Shuntaro Furukawa, has revealed the company's cautious approach towards using generative AI in game development due to concerns about intellectual property rights. While AI has been traditionally used in the gaming industry to control enemy movements, Furukawa emphasized the importance of Nintendo's decades of expertise in creating unique gaming experiences for their customers. This stance echoes Sony's recent statements which also highlight the role of human creativity in game development, positioning AI as a supportive technology rather than a replacement for human innovation. While other companies like Ubisoft and EA are embracing generative AI for enriching in-game experiences, Nintendo remains focused on delivering value that is distinct and exclusive to their brand. Overall, Nintendo's strategic decision reflects a thoughtful consideration of technology's role in maintaining the company's signature gaming experiences.