--- title: "Unity Says It Has a New Product That Cooks Up Entire Games Using AI" description: "Unity's new AI tool will remove the need for coding in game development entirely, claims CEO Matthew Bromberg." date: "2026-02-18" modified: "2026-02-18" authors: - name: "Frank Landymore" job_title: "Contributing Writer" link: "https://futurism.com/authors/flandymore" url: "https://futurism.com/artificial-intelligence/unity-create-entire-games-using-ai" categories: - "Artificial Intelligence" --- # Unity Says It Has a New Product That Cooks Up Entire Games Using AI ![A young woman with long hair and bangs is holding a video game controller in her right hand and has her left hand clenched in a fist. She has a frustrated or upset expression on her face. She is wearing a knitted sweater. The background features a blue grid pattern with an orange circle behind her. The image has a stylized, textured effect.]() *Illustration by Tag Hartman-Simkins / Futurism. Source: Getty Images* Attention, gamers**:** if you thought new titles on top of the endless cavalcade of sequels and remakes were derivative now, wait till you hear about what the game engine maker Unity has got in store. During a [recent earnings call](), the company's CEO Matthew Bromberg teased a new version of its AI tool that he claims, while somehow maintaining a straight face, will eliminate the need for coding in game development. Now, any schmuck can prompt their way to being the next Hideo Kojima or Sam Lake. In theory, anyway. "At the Game Developer Conference in March, we'll be unveiling a beta of the new upgraded Unity AI, which will enable developers to prompt full casual games into existence with natural language only, native to our platform — so it's simple to move from prototype to finished product," Bromberg said, [as quoted by *Game Developer*]()*.* "This assistant will be powered by our unique understanding of the project context and our runtime, while leveraging the best frontier models that exist," he continued. "We believe together this combination will provide more efficient, more effective results to game developers than general-purpose models alone." The announcement represents a bold if not questionable double-down by Unity. A survey conducted by *Game Developer* found that over half of game workers think generative AI is bad for the industry. It's also a massive reputational risk: pretty much any time a game gets caught using the tech [becomes fuel for controversy](). Underscoring its contentiousness, the video game storefront Steam [requires developers disclose if their titles]() use any AI-generated content. There's also a growing pile of evidence suggesting that AI tools [don't improve productivity]() — or at least not without sacrificing quality [or morale]() — with many programmers finding that [AI coding tools are too error prone]() to be worth the hassle. And that's with people who have the experience to recognize where the tech falls short. Unity is probably aiming at developers who don't know any better, or the clueless, dollar-sign-for-eyes bosses who will force it on their underlings. (This is a common trait among AI evangelists, newly converted or otherwise**:** Nvidia CEO Jensen Huang, for example, [fumed]() that any employee who didn't use AI to automate every possible task was "insane," after some of his managers recommended dialing back AI usage. Another CEO bragged that he [fired 80 percent of his staff]() because they weren't as enthusiastic about AI as he was.) Unity, however, is pushing AI for a supposedly beneficent purpose: to "democratize" game development. "Our goal is to remove as much friction from the creative process as possible, becoming the universal bridge between the first spark of creativity and a successful, scalable, and enduring digital experience," Bromberg said. We're [not holding our breath]() for anything good to come of it. **More on AI:** [*AI Delusions Are Leading to Domestic Abuse, Harassment, and Stalking*]() ## Author At Futurism, my work has often centered on bringing a sense of clarity and insight to complex topics ranging from the regulation of emerging technologies to the esoteric ideologies of Silicon Valley executives, while striving not to lose the poetic sense of awe inspired by often-obscure fields like astrophysics and quantum computing. I broke the story of CNET using AI to produce articles that turned out to be riddled with factual errors and plagiarism — a dam-breaking inflection point, as I've reported, that's inspired copycats and endless discourse while beguiling stakeholders ranging from tech giants to purveyors of spam around the web. My work at Futurism has been cited by publications including CBS News, the Los Angeles Times, Vice, Gizmodo, Engadget, the Verge, and Vanity Fair. I grew up in locales ranging from India to China, and now live in the exotic suburbs of Virginia. In my free time, I'm an avid reader of weird sci-fi literature, an aficionado of East Asian cinema, and, regrettably, a relapsed gamer. Allegedly, I’m working on a debut novel, currently untitled. ### Author social links [Bluesky]()