Super Smash Bros. and Kirby creator Masahiro Sakurai has said he is not using generative AI in his work for now, while warning that making games today has become "too hard."
Sakurai shared his views on stage at the Famitsu 40th anniversary festival, during an event marking the release of a new volume of his book series, Masahiro Sakurai's Thoughts on Games. Famitsu reported that, as the person whose job is to come up with ideas, Sakurai does not use generative AI at all, not even as a sounding board to bounce ideas off. He added that it was not used on the games he has made, including Kirby Air Riders.
On using the technology for graphics, Sakurai said it "still hasn't earned trust" and that it "mustn't turn into exploitation of someone somewhere." He also said that, for now, his team makes better things when it thinks for itself.
Why Sakurai isn't ruling it out
Looking at the wider industry, Sakurai took a less fixed line. He said making games now is "too hard," pointing to titles that are "in the red even after selling millions of copies." According to Famitsu, he feels that sticking only to a stance of never using generative AI could leave developers falling further and further behind.
"Doing nothing probably isn't good either," Sakurai said. He added that where and how to use it is complicated and that he could not say anything definite yet, describing his own approach to the technology as "a slow-paced relationship."
Sakurai and Kirby Air Riders
Kirby Air Riders, which Sakurai directed, launched on Nintendo Switch 2 on November 20th 2025. The vehicle game mixes races with arena battles and a City Trial mode for up to 16 players online, and Nintendo has since published a multi-part Development Insights series written by Sakurai about it.
Outside of development, Sakurai also stepped back from a long-running role this year. In September, he closed out the Game Designers Award he had created at the Japan Game Awards, saying there was no one to take over his role as head of its judging panel.
