Attendees play Star Wars Outlaws at Ubisoft's Forward conference at The Belasco in Los Angeles, California, on June 9, 2024. Generative AI will profoundly change how video games are created and played, but its capital costs are a serious hurdle, the CEO of French gaming giant Ubisoft told AFP on June 10. Speaking at a Los Angeles event showcasing upcoming releases, Yves Guillemot said generative AI, or Gen AI, could make open-world games like Ubisoft's blockbuster "Assassin's Creed" franchise feel even "more alive." (Photo by David SWANSON / AFP) (Photo by DAVID SWANSON/AFP via Getty Images)