Konami Digital Entertainment president Hideki Hayakawa does not expect generative AI to trigger any major upheaval in the video game market. In the company’s Integrated Report for the fiscal year ending March 2026, Hayakawa notes that entry barriers have already been lowered substantially by game engines and user-generated content, so further AI-driven efficiency gains will not meaningfully alter who succeeds or what gets made.

He argues that the real engine of innovation remains the “chemical reaction” produced when creators from varied backgrounds exchange ideas inside a team. That interaction, he states, “is not something that can be easily replaced.” The company acknowledges AI may assist with production tasks and is already investing in the technology for titles like eFootball, but Hayakawa stresses that people and creators stay central to making entertaining and innovative games.

Reactions on social media and forums have been mixed, with some welcoming the pushback against full-AI pipelines while others question whether Konami’s own track record supports the rhetoric. The comments come amid broader industry discussion on AI’s role, including similar remarks from PlayStation leadership last year.