The future of game development may be heading toward rapid, AI-assisted production cycles, according to the studio leadership behind The Witcher 4 and Cyberpunk 2077.
CD Projekt Red joint CEO Michał Nowakowski has stated that fully AI-generated games are likely to emerge in the near future, but he remains unconvinced that this is the ideal direction for the industry. Speaking in an interview with Edge’s Knowledge newsletter, Nowakowski explained that he has directly spoken with developers experimenting with AI-first studios and has seen how quickly content can now be produced.
According to him, some AI-driven teams are already able to generate dozens of prototypes in a matter of days, raising questions about how the traditional development pipeline will evolve.
AI studios can now build prototypes at unprecedented speed
Nowakowski described conversations with one developer running what they called a “primarily AI-based studio.” In this model, generative systems are used to rapidly produce and evaluate multiple game concepts.
“I can have 40 prototypes within a week,”
the developer told him, according to Nowakowski.
“Two weeks from now I can have five games that I chose are going to be the best, and three weeks from now I’m actually launching a game.”
The CD Projekt Red executive acknowledged that this type of workflow could technically succeed in a competitive market. However, he also emphasized uncertainty about whether speed alone will lead to meaningful or lasting game experiences.
While he did not dismiss the technology outright, his comments suggest caution about relying too heavily on automated systems for creative production.
One of the key concerns raised by Nowakowski is whether AI-generated development can maintain the creative identity that defines successful games. He noted that the modern industry is already experiencing intense competition, with thousands of new titles released each year across platforms.
Beyond games, attention is also split across films, streaming content, and algorithm-driven social media feeds, making it harder than ever for any single release to stand out.
“In the end, as long as you have a fresh idea, with a soul, with legs, you should have a genuine shot at being successful,”
he explained, emphasizing that creativity and originality remain central to success—even in a saturated market.
His remarks highlight a broader concern within the industry: that automation may increase output but not necessarily improve artistic quality or emotional depth.
Nowakowski’s comments align with ongoing debates across the gaming industry about the role of generative AI. While some studios are exploring its potential for rapid prototyping and asset generation, others remain cautious due to ethical and creative concerns.
A recent industry survey revealed that many developers are hesitant to adopt generative AI due to issues such as data scraping, job displacement fears, legal uncertainty, and environmental costs associated with large-scale model training.
Despite these concerns, AI adoption continues to expand, particularly in experimental studios aiming to reduce production time and costs.
