What is this, another blog post about gen AI? You might be asking yourself. The short answer is yes, but not quite in the way you might expect.

I am writing this not to join the AI hype train but with the hope of providing valuable insights. My aim is to assist specialists in the industry in making informed choices about their future, which - let’s be honest - is already knocking on our doorstep and approaching like a horde of zombies.

Founder and CEO of Half Moon Studios and former Chief Advertising Officer of Miniclip, Pieter Kooyman, recently shared his story with Mishka, which I am excited to share with you. Kooyman's experience in gaming spans 15 years and includes being part of the Miniclip executive team before it was acquired by Tencent. Now, he's committed to scaling Half Moon Studios, and they are starting with re-imagining the Picture Quiz.

Half Moon Studios has a distinct method for managing their business. Their emphasis on handpicking investors and partners, coupled with their use of AI to optimise operations, sets them apart from the rest. The remarkable aspect? They don’t plan to grow beyond 10-12 people. AI is the key ingredient in achieving this impressive feat. Let's explore how they pulled it off.

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Pieter reflects on the valuable advice he received from one of his investors at the beginning of his journey. One that truly resonated with him was,

"Just get going. Launch and learn. Make mistakes. Build the organisation, develop the capabilities, and take it from there."

The core philosophy at Half Moon Studios revolves around re-imagining marketing and the way the entire organisation functions. Their culture thrives on innovation, unburdened by historical baggage. Instead of relying on tried-and-tested methods, they explore the untapped potential of generative AI to create entirely fresh approaches to content marketing and distribution.

They take immense pride in assembling a compact and well-oiled team that can, with the help of AI, execute like a large corporate team. Their approach values clarity in communication, maintaining a flat structure where everyone is in the know, eliminating any potential for miscommunication.

Pieter and Mishka both agree that deploying these tools presents more substantial challenges for larger organisations. Operational hurdles stemming from established processes shouldn't hinder innovation. In reality, integrating generative AI becomes far more intricate within substantial enterprises.

While C-suite executives and middle management may be enthusiastic, the complex nature of establishing processes can sometimes put the brakes on innovation.

In spite of their heavy reliance on AI, Pieter is well aware of the difficulties it poses.

He mentions the following challenges in working with AI tools:

Inconsistent Outcomes: Pieter highlights the challenge of unpredictable results, illustrated by their experience with Chat GPT, which frequently provided inaccurate information. He emphasises that the future of humanity isn't at immediate risk, as these tools demand ongoing refinement, meticulous care, and a relentless pursuit of perfection. Notably, up to 10% of AI-generated content can be factually incorrect.

Awareness of Bias: He also underscores the presence of inherent bias within these models, stemming from the biases embedded in the data they were trained on. AI doesn't possess ethical considerations; it simply mirrors the data it was fed. Identifying and addressing these biases is vital.

Alignment with Values and Ethics: Another crucial concern facing organisations is the potential mismatch between AI-generated content and an organisation’s core values and ethics. As AI infiltrates various sectors, including gaming, it is essential for businesses to remain vigilant, ensuring that AI's capabilities align harmoniously with their foundational principles in our ever-evolving digital landscape.

The Debate Over AI Replacing Jobs

In today's industry landscape, where the development cost of major AAA titles approaches a billion dollars, executives are compelled to consider AI as a cost-control measure. To be frank, they are practically forced to adopt it, and they don't seem to mind. After all, the ability to produce more with less time and effort aligns perfectly with their ultimate goal.

When it comes to employees, we can observe a growing sense of suspicion taking hold. But can we really fault them for feeling this way? It's evident that transparency is lacking, fueling their concerns. They are understandably apprehensive about the potential consequences of introducing AI to streamline processes, fearing it may lead to the automation of their own jobs and those of their colleagues, ultimately putting their job security at risk.

At the top, the challenge lies in disclosing the role of AI without inciting a workplace uproar. It's like walking on eggshells, attempting to convey the truth about AI's role while avoiding a full-blown uprising. Keeping it real can be challenging when the fear of layoffs and job shake-ups is genuine. Instead, It might seem easier to give a more positive outlook just in case, to keep any potential negativity in check. However, discussing these possibilities would have been a fairer approach. Softening the truth could lead to employee frustration and uncertainty regarding their career paths.

Meanwhile, in the trenches, artists, developers, and creatives grapple with their own version of anger, driven by fear.

At the moment, AI is more like a helpful coworker, handling repetitive tasks and making our work easier. But in the future, it might take over some jobs completely, and the idea of algorithms generating designs that once required meticulous craftsmanship is hard to digest. This worry comes from the uncertainty that's reshaping our professional lives.

While it's entirely natural to feel uncertain about AI's impact, we mustn't let it paralyse us. In fact, this uncertainty can fuel innovation, inspiring us to expand our skill sets and embrace AI as a creative ally rather than a job thief.

Undoubtedly, job cuts loom on the horizon. In the coming years, various industries, including gaming, legal, and marketing, will witness specific roles becoming obsolete as tasks that once took weeks can now be accomplished within hours.

On the other hand, nearly all industries are handicapped by the lack of talent. If AI can reduce time spent on less creative tasks, people will have more time working on more interesting parts of the project.

However, a pressing concern arises regarding the entry of juniors into these industries. When companies hire fewer employees, it can hinder opportunities for newcomers, particularly in larger firms, creating an undeniable challenge for aspiring professionals.

*Picture Quiz released in July 2023, the first game by Half Moon Studios*

Unlocking Efficiency Through Human-AI Collaboration

One of the key hiring stances at Half Moon Studio is their "multiple hats policy." Pieter suggests that every team member wears at least two hats, which is a vital criterion for their hiring process. This philosophy places a strong emphasis on versatility and adaptability, ensuring that professionals can seamlessly switch between roles and domains.

For example, imagine a data analyst who not only excels in data analysis but also has the skills to create efficient data processing systems.

Pieter firmly emphasises the superiority of generalism over specialisation, stating,

"Generalism will trump specialism. If you're a junior developer, think about what additional skills you can learn right now."

As I see it, the emphasis isn't on diminishing specialists but rather on recognising the value of adaptable professionals in an industry marked by constant change and automation. That way, professionals can make themselves super adaptable in an industry that's always on the move.

And here's where generative AI tools come into play—they're like trusty sidekicks, taking care of tasks, cranking out content, and serving up valuable insights. This whole teamwork thing between humans and AI? It's like a spark that fires up efficiency and innovation.

So, what pearls of wisdom can Pieter offer to fellow industry professionals, especially game developers diving into the AI realm?

Deep Dive into Understanding.
Pieter emphasises that when it comes to AI, you can't just skim the surface; you've got to plunge into the depths. It's like conducting an orchestra of AI systems, each with its own role in the grand symphony. He puts it this way: "You've got one AI system, another gen AI system, and another, and you try to mesh them together." In other words, it's about getting into the nitty-gritty, and understanding how these components work together in the best way possible.
Embrace Automation
Automation is the name of the game when harnessing the power of AI. Pieter believes that game developers and industry pros should wholeheartedly welcome automation into their workflows to supercharge their productivity. Generative AI churns out heaps of content, but not all of it may be a perfect fit for your needs. Think of it as sifting through a treasure trove to find those gems that seamlessly align with your product, processes, or marketing campaigns.
Healthy Skepticism is Wise
Pieter stresses the importance of maintaining a healthy dose of skepticism when dealing with AI-generated content. Despite their incredible abilities, AI tools have their limits. He advises a critical evaluation of content, whether it's an article or a marketing campaign. AI excels at recognising patterns, but it's essential to ensure that the content aligns with your objectives. So, be discerning, especially in these early stages of AI integration. As Pieter says, "Do the sniff test on your content." It's all about making sure AI's brilliance serves your purpose.

Conclusion

In many respects, generative AI is yet another tool that equips both small and large teams to achieve remarkable feats. Its potential to revolutionise the industry is undeniable, but it also carries a double-edged sword. While it holds immense promise, ethical dilemmas, risks, misalignment, and the impacts on traditional studio structures present significant challenges.

Mishka astutely characterises AI's organic nature as the ability to swiftly and cost-effectively produce high-quality content, while pointing out that AI as a sidekick will reduce the need for a human sidekick.

Established industry giants may grapple with adapting to this new landscape because of the impact of AI on their substantial workforces. This gives smaller studios the opportunity to level the playing field, injecting innovation and dynamism into the industry.

In this rapidly evolving landscape, a choice presents itself. Do we perceive these advancements as a wellspring of empowerment or a source of concern?

For some, particularly those in smaller studios, it's an evident opportunity to create games and products with limited resources but at an accelerated pace, seizing the moment rather than being seized by it. For others, it represents a disruption to their conventional way of operation. Whichever side of the spectrum you find yourself on, the prudent course is to embrace this shift sooner rather than later.