United Kingdom, Dec. 5 -- Sega says it will use AI in future game development - but insists it'll do so with caution, transparency and a clear sense of where the technology shouldn't go.

Speaking during a Q+A session tied to its latest earnings report, the publisher outlined a strategy focused on "efficiency improvements" rather than sweeping AI-led reinvention, directly acknowledging the "strong resistance" developers and fans have toward machine-learning tools in creative work.

Executives said Sega does not intend to chase the industry trend toward ever-larger, AI-heavy production pipelines. Instead, the company plans to identify "appropriate use cases," with early candidates including support tasks such as streamlining workflow and a...