If there are good, nuanced ways to make use of generative AI in gaming, as I think there are, that doesn’t change the fact that there are nuance-free and terrible ways for advocating for AI in gaming. Tim Sweeney and Epic Games have emerged as helpful foils for the never-AI crowd, given just how cartoonishly brazen Sweeney has been about the use of AI at Epic, as well as the absolute trash vibe-coded launcher the company recently produced. What’s going on there almost seems purposefully designed to bolster the arguments from those against any use of AI in gaming.
Epic and Sweeney are not alone in this, it seems. Brandon Stirrup is a business strategy employee at Xbox and he recently went on his own brazen ExTwitter screed that claimed AI use is in far greater employ than anyone is talking about, that games can be easily made by anyone using generative AI tools, and that anyone not using the technology as much as possible doesn’t deserve to be in the industry at all.
Stirrup kicked off his thread on October 18 with a simple message saying he’d “vibe coded a bad but improvable game” over two days, although he only “actively” worked on it for about three hours. “I’m telling you I tried it and it’s true…anyone can build a game.”
After saying that developers and studios who aren’t incorporating AI into their strategies are “planning for a fake future,” Stirrup went all in.
“Look if I’m fired tomorrow it will be because I told you the truth that nobody wants you to know. You can make a game with a simple prompt and yes you can make custom, tailored games. Everything you want in a game is right there for the taking, for better or worse,” he wrote.
This epic online rant went much further than that. Here is a capture of all of it in one image.
There’s a ton to hate in there, frankly. Calling gamers stubborn and stupid is one hell of a “business strategy” for Microsoft to be taking here, for instance. I have my own issues with the never-AI crowd, but I have made the point over and over again that their fears are not stupid, not unfounded, and their complaints are not only not to be dismissed, but rather that we need their viewpoint to be taken into account to navigate to a proper type of AI use in the industry. Stirrup does the opposite and dismisses them entirely out of hand. And that is very dumb.
The claim that anyone can make games with a “simple prompt” is also about as obviously untrue a statement as I can think of. Even Stirrup couldn’t do so, acknowledging that what he’d managed to produce in his own experimentation was “a bad but improvable game.” And that’s his own self-assessment. I would hope that a business strategy manager at a gaming company would understand that his opinion of his own product isn’t really what matters here. This is what gets so many AI bros in trouble with the public: the constant unsubstantiated claims that AI can do things it simply cannot do. And I imagine that the human artists currently making Xbox games aren’t in love with this devaluation of their work, either.
And, finally, stating that anyone who disagrees with him “should not be in the business of being in business” is idiotic. There are many game developers out there making zero or very limited use of AI tools. And they’re making great games. There is of course a place in the industry for never-AI developers, just as there is a place in the film industry for directors who make no use of CGI. These are tools, nothing more. Insisting that a painter has no place as an artist if he doesn’t use your preferred type of paintbrush makes no sense.
Stirrup deleted his ExTwitter account, claiming he did so because of the volume of responses he got from all of this. I imagine the tone and tenor of those responses had as much to do with it as the volume. And he has only his completely tone-deaf, dismissive screed to blame for any of that. He said aloud he could be fired for what he said. I think he should be.
Not because AI use in gaming should be entirely verboten, but because posting all of that while being employed in a business strategy role seems to prove to me that he’s not built for that role.
