While major tech companies and much of the gaming industry invest billions into developing artificial intelligence tools — with giants like Microsoft and Electronic Arts leading the way — a growing number of voices are pushing back. Some view AI as a revolution comparable to the dawn of personal computing, capable of making game development faster, cheaper, and more accessible. Others, however, see it as a real threat to creativity and human labor.
Among the most outspoken critics is Tim Bender, CEO of the indie publisher Hooded Horse, known for titles such as Manor Lords, Against the Storm, Soviet Republic, Cataclismo, and Endless Legend 2. Bender has made it clear that his company refuses to publish games containing any assets created with generative AI.
A Clear and Uncompromising Stance
In an interview, Bender described the spread of generative AI in art as a “cancer,” arguing that it has made the work of independent publishers far more difficult. His concerns are not just about artistic integrity but also about the practical challenges of enforcing a ban on AI-generated content.
The problem is that there are currently no reliable tools to detect AI-generated materials inside video games. Platforms like Steam depend largely on the honesty of developers — a system that leaves room for mistakes or omissions. Even the temporary use of AI-generated placeholder images can lead to problems if those assets are never replaced.
The issue becomes even more complicated when freelance workers or external studios are involved — a common practice in indie development. For this reason, Hooded Horse advises against using any form of generative AI, even during early development stages, to prevent unwanted content from slipping into final builds.
Bender emphasizes that this stance is not a marketing move but a moral one. Accepting assets created by models trained on other artists’ work, he argues, would be a betrayal of those very creators.
“It’s about good ethics, not bad PR,” Bender insists. In an era where AI is increasingly pervasive, he believes the only responsible approach is constant vigilance — ensuring that any AI-generated content, if discovered, is immediately removed and replaced.
For Bender, this shouldn’t even be a battle that needs fighting, yet it has become an unavoidable one in an industry now split between technological innovation and the protection of human creativity.
