While giants such as EA, Ubisoft, and Xbox double down on generative AI tools, a growing chorus of indie and mid‑size studios is pushing back. Larian Studios, known for *Baldur's Gate*, announced it will drop AI‑generated concept art and in‑game assets from its upcoming Divinity title. In a Reddit AMA the studio’s CEO admitted AI might still help speed up workflow testing, but the team will rely on human artists for final assets. Across Japan, the team behind Bandai Namco's Code Vein 2 confirmed no AI will touch the project, citing a need for visual cohesion and a distinct art style.

Producer Keita Iizuka emphasized the desire to craft an original world without shortcuts. Publisher Hooded Horse took a firmer stance: CEO Tim Bender inserted a clause into all publishing contracts banning AI‑created assets, warning that even placeholder use can lead to controversy, as seen when Clair Obscur: Expedition 33 lost its Indie Game Awards Game of the Year after AI involvement was revealed. The split reflects a broader industry debate over creative control, ethical sourcing, and the risk of devaluing handcrafted talent.