Unity promises code-free game creation with AI as stock plummets
Unity continues betting on generative AI despite falling stock prices and industry skepticism. The company announced a new version of its AI tool that will supposedly eliminate the need for coding entirely.
According to GameDeveloper, the beta version of the new Unity AI is scheduled to be shown at GDC Festival of Gaming in March. During a recent earnings call, Unity CEO Matthew Bromsberg stated:
AI-driven authoring is our second major area of focus for 2026. At the Game Developer Conference in March, we'll be unveiling a beta of the new upgraded Unity AI, which will enable developers to prompt full casual games into existence with natural language only, native to our platform — so it's simple to move from prototype to finished product.
This assistant will be powered by our unique understanding of the project context and our runtime, while leveraging the best frontier models that exist. We believe together this combination will provide more efficient, more effective results to game developers than general-purpose models alone.
However, the industry remains skeptical. Half of the developers planning to attend GDC this year believe generative AI is harmful to the gaming industry. Some report that using generative AI actually makes their jobs harder. Developers are already struggling to get attention for their games in a market where 20,000 new releases came to Steam last year. AI threatens to flood digital storefronts with even more noise.
Our goal is to remove as much friction from the creative process as possible, becoming the universal bridge between the first spark of creativity and a successful, scalable, and enduring digital experience.
The distaste for generative AI extends to players as well. In a survey of nearly 2 million users, over 85% expressed a negative attitude toward generative AI in video games.
During the Q&A segment, Bromsberg stated that eventually "tens of millions of more people creating interactive entertainment" will use AI tools, and Unity plans to spearhead that hypothetical movement.
