Artificial intelligence (AI) technologies could significantly reduce the cost of developing characters, interactive mechanics, and marketing creative for the gaming and advertising industries in the coming years. This was stated by Yaroslav Meshalkin, founder of the Center for Gaming and Esports Communications.

Companies will be able to adapt their products faster to different audiences without a significant increase in production costs, Meshalkin added.

However, according to the expert, the widespread use of AI tools can lead to an overabundance of monotonous and low-quality content. Against this background, the idea behind the game or advertisement will become a competitive advantage, he concluded.

In Russia, most companies (over 70%) use neural networks to create content (texts, scripts, graphics). At the same time, the market is seeing a growing demand for specialists with GenAI skills (generative artificial intelligence).