Hooded Horse CEO Bans Generative AI Art Amid Rising Concerns
The gaming industry is currently polarized over generative AI technologies, with major players like EA and Ubisoft championing their potential. However, Tim Bender, the CEO of the smaller publisher Hooded Horse—recognized for the city-builder hit, Manor Lords—takes a markedly different stance. In a conversation with Kotaku, Bender revealed that the company has initiated an explicit ban on generative AI art in its contractual agreements. He expressed his frustration, stating, “Honestly, all this thing has done is made our lives more difficult.”
“I fucking hate gen AI art; it has made my life more difficult in many ways… suddenly it infests shit in a way it shouldn’t,” he added. The publisher has now included a firm directive in its contracts: “no fucking AI assets.”
Hooded Horse’s position stands in contrast to others in the industry. As Bender emphasized, the company prefers to maintain a high standard of creativity and authenticity, stating, “We’ve gotten to the point where we also talk to developers, and we recommend they don’t use any gen AI anywhere in the process.” By taking this approach, they aim to eliminate the risks associated with accidentally including AI-generated material in their games.
This precaution is particularly relevant given the recent track record of projects like Clair Obscur: Expedition 33, which found itself mired in controversy over AI placeholders. “If that gets done, of course, there’s a chance that it slips through because it only takes one to make it into a build and not get replaced,” Bender cautioned. “Because of that, we’re constantly having to watch and deal with it and try to prevent it from slipping in, because it’s cancerous,” he added, illustrating the severity of his concerns.
As 2023 began, Hooded Horse marked the launch of Terra Invicta, a grand strategy game that had been in development for over nine years. Notably absent from its Steam page is any reference to AI-generated content—a conscious choice reflecting the publisher’s commitment to integrity over convenience. “Last year, we were the ‘Manor Lords publisher,’ but this year, I think we’re something more,” Bender remarked, underscoring the evolution of Hooded Horse in the gaming landscape.
In an industry increasingly fascinated with AI, Hooded Horse’s resolute stance serves as a counterpoint to the growing acceptance of these technologies. Whether this approach will set a precedent for smaller developers remains to be seen, but for now, it’s clear that Hooded Horse is determined to steer clear of AI-generated content and uphold the value of originality in gaming.