Xbox Manager Deletes AI Claims Amid Industry Tension
AI-generated image · US National Wire
Brandon Stirrup's brief admission that AI is widespread in game development was quickly scrubbed from social media.
Brandon Stirrup, a strategy manager at Xbox, recently claimed on X that Xbox is utilizing AI for game development and asserted that those claiming otherwise are "pretending," as Engadget first reported. According to Engadget, Stirrup deleted these comments and deactivated his social media account one day after making the statements.
While Xbox has not officially stated its position on the use of generative AI in development, Engadget notes that the company recently formed Xbox Labs, an initiative that heavily implied the use of AI in response to a trend of AI-coded game ports. Furthermore, Xbox parent company Microsoft is a primary player in AI development.
The internal tension at Xbox reflects a broader industry divide. Engadget reports that major developers including Sega, Nexon, Capcom, Square Enix, and Activision have either utilized AI or pledged to do so. Epic Games CEO Tim Sweeney has also aggressively promoted the technology. Conversely, independent studios such as Strange Scaffold, ConcernedApe (developer of Stardew Valley), and Finji (publisher of Tunic) remain vocally opposed to generative AI.
The controversy centers on whether AI is a tool for efficiency or a catalyst for labor cuts. While some developers use AI for code or placeholder assets—as seen with Crimson Desert—others have integrated it into final products, such as the AI-generated voices in The Finals. This friction has led to grassroots efforts to implement AI-free certifications and browser extensions to make Steam's AI disclosures more visible to consumers.