Xbox executive sparks controversy over AI use in gaming

Brandon Stirrup, a senior business strategy manager at Xbox, has ignited a significant debate within the video game industry after publicly claiming that developers are “pretending” not to use artificial intelligence to avoid backlash from players.

Stirrup shared that he used generative AI tools to create a simple game in just three hours of active work, despite having no prior programming experience. He argued that the gaming sector is uniquely hesitant to openly embrace AI, asserting that studios refusing to integrate these technologies lack long-term commercial viability. He stated, “If you are a video game developer who refuses to believe that AI has a place in your future, you shouldn't be in the business of being a business.”

Following a wave of intense social media responses, Stirrup deactivated his X (formerly Twitter) profile. While his comments were personal, they highlight a growing tension between rapid technological adoption and community resistance. Other industry leaders, such as Epic Games, have already begun integrating AI into development workflows, with some projects reportedly utilizing AI-generated code.