At the Tokyo Game Show 2026 (Makuhari Messe), which opened on September 17, multiple vendors aiming to introduce generative AI into game development participated in the exhibition.
Tokyo Game Show 2026: Numerous Vendors Showcase Generative AI Applications, Focusing on Development Efficiency and Scenario Analysis
PLUS ULTRA by Amenoyomi
This article is a translation. Read the Japanese original
AI development company HEROZ exhibited services to support the introduction and utilization of generative AI for gaming companies. Recognizing that AI utilization in creative fields such as images and videos can easily trigger user resistance, the company focuses on consulting for the efficiency of development and administrative tasks.
SIer Zeal showcased "STORYAI," a tool that uses LLMs (Large Language Models) to evaluate and analyze game scenarios. This tool is capable of scoring changes in reader emotions from scenarios, organizing settings, and visualizing character relationships, and it is reportedly already being used by publishers.
Adobe exhibited services such as "Firefly Creative Production," which supports idea generation using image generation AI. According to the company, visitors' understanding of AI is increasing, with questions shifting from "what can it do" to more specific questions about "how to use it."
In addition, Metanomaly, which operates the image generation AI service "PixAI," held exhibitions for both individual and corporate users, while services such as localization support and AI avatars were also observed.
PLUS ULTRAby Amenoyomi
In the gaming industry, as seen in cases where the use of video generation AI in online presentations has sparked controversy, there is a strong tendency toward user resistance against the introduction of AI into creative fields. Against this background, in domains where AI utilization directly affects the expression of a work, the risk of company backlash is high, requiring careful judgment regarding implementation.
Therefore, some vendors are proposing efficiency improvements in "invisible domains" that are not seen by users. For example, HEROZ focuses on consulting for the efficiency of development, testing, and administrative tasks, rather than generating images or videos. By using AI to streamline processes that users are not aware of, the goal is to allow humans to concentrate their resources on inherently creative work.
A shift in customer targeting is also underway. In response to large enterprises beginning to develop their own tools in-house, Zeal is strengthening its appeal to medium-sized companies, small and medium-sized enterprises (SMEs), and freelancers. Since the hurdles and needs for AI implementation vary depending on the scale of the company, they are exploring business opportunities through this shift in their target audience.
Furthermore, visitor interest in AI is transitioning from understanding its functions to practical applications. Adobe stated that while questions used to focus on "what can AI do," there is now an increase in inquiries such as "how should I use it?" and "how are other companies using it?" Interest is shifting from the stage of understanding AI's potential to the practical phase of how to integrate it into actual workflows.
Sources
- 東京ゲームショウと生成AI ゲームの祭典で商談見込むベンダーたち （ITmedia AI+、2026-09-19）