Unity boss claims engine’s next generative AI update will let users prompt “full casual games” into existence, just by using natural language

Unity CEO Matthew Bromberg has touted generative AI advancements in its game engine that’ll soon enable users to “prompt full casual games into existence” just by using natural language.

While generative AI remains controversial, given its many ethical implications, the technology has found a foothold in game development. A GDC survey conducted earlier this year revealed 36 percent of respondents now use AI – predominantly for ‘research and brainstorming’, although code assistance and daily tasks such as writing emails were the other most cited uses.

Inevitably, game engine company Unity has been looking to both drive and capitalise on the AI boom, with CEO Matthew Bromberg now bullishly highlighting what he sees as the next step in ‘democratising’ game development. As reported by Game Developer, Bromberg – speaking to investors during a recent earnings called – flagged an upcoming Unity AI beta update that’ll expand the company’s ambitions for “AI-driven authoring”.

This new beta, set to be unveiled at the Game Developer Conference in March, will “enable developers to prompt full casual games into existence with natural language only, native to our platform,” Bloomberg claimed, “so it’s simple to move from prototype to finished product.”

“Our goal, he continued, “is to remove as much friction from the creative process as possible, becoming the universal bridge between the first spark of creativity and a successful, scalable, and enduring digital experience”. Bromberg later told investors the company is envisaging a future where “tens of millions” of people are “creating interactive entertainment” driven by AI-enabled development tools.

While generative AI adoption increases, its use remains contentious. Earlier this year, Baldur’s Gate 3 studio Larian reversed course after its admission of using the technology for concept art creation drew ire. Meanwhile, other studios have sought to get ahead of controversy by assuring audiences their use of generative AI is limited. Last week, for instance, Krafton’s Project Windless team said it would not be using the tool for “content creation or narrative elements” but confirmed it was using generative AI “internally during exploratory phases to support iteration and efficiency”.

Back in 2024, Eurogamer explored some of the ways AI is changing video development – although the escalating AI arms among tech giants, and the resulting memory shortages it’s now causing, are increasingly threatening to impact the games industry in other ways.