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SEGA Sammy reaffirms: no generative AI directly in the creative side of games

In its Integrated Report 2026, external director Kohei Katsukawa says he “strongly” supports CEO Haruki Satomi's policy of not using generative AI directly in the creative aspects of games and other content, because valuing human creativity builds trust with fans. The same report says nearly all group employees in Japan already use generative AI day to day and that it remains allowed for development support, operations and marketing, under copyright and data guidelines. The passage was highlighted by the Sonic City site on 11/06.