Level-5 apologizes for generative AI use in promotional content

Game developer Level-5 has issued an apology following criticism regarding the use of generative AI in promotional videos for its “LEVEL5 VISION 2026 II” presentation. The company admitted to “easy use of AI” in certain segments and stated it would avoid direct AI application in videos intended for direct consumer delivery in the future.

The controversy extended to the “Yo-kai Watch 2: Hadou” image illustrations, where users suspected AI involvement due to visual inconsistencies. Level-5 clarified that while some processing used AI for experimental purposes, the illustrations were hand-drawn by designers, attributing visual oddities to human error during the detailing process.

Similar tensions have emerged elsewhere, such as with the baby retailer Birthday, which faced scrutiny over product images suspected of being AI-generated. In contrast, companies like Tokyo City Keiba (TCK) and Colopl have seen more positive or neutral reactions by being transparent about AI use or integrating it directly into the core user experience.