游戏AI竞赛：比拼研发效率、争夺未来话语权

中国经营网01-10

近日，微软CEO萨提亚·纳德拉提出，2026年将成为AI技术发展的关键一年。在他看来，AI技术的发展已经走过了炫技式的早期阶段，正进入规模化落地的部署阶段。人们应该摒弃“粗制滥造”和“高精尖”的二元对立，转而关注这项技术如何影响世界。　　在游戏行业，多家头部公司主动引入AI技术。一些厂商利用AI技术提高开发效率，还有一些则在探索AI原生玩法。　　如今，一款3A游戏的开发动辄花费数年，耗资上亿元，其...

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future","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"MSFT":1.95},"content_text":"近日，微软CEO萨提亚·纳德拉提出，2026年将成为AI技术发展的关键一年。在他看来，AI技术的发展已经走过了炫技式的早期阶段，正进入规模化落地的部署阶段。人们应该摒弃“粗制滥造”和“高精尖”的二元对立，转而关注这项技术如何影响世界。　　在游戏行业，多家头部公司主动引入AI技术。一些厂商利用AI技术提高开发效率，还有一些则在探索AI原生玩法。　　如今，一款3A游戏的开发动辄花费数年，耗资上亿元，其成败或将决定一家游戏公司的生死。而AI的出现不仅可以帮助公司大幅降本增效，还能带来新的玩法灵感。　　“摒弃分歧”　　在2025年12月29日的一篇博客文章中，纳德拉表示，2026年将成为AI技术的关键之年。　　纳德拉认为，AI技术的发展将不再是炫技，而将转向实用，“我们已经走过最初的探索阶段，正进入规模化部署的阶段。我们开始学会区分‘技术奇观’与‘真实价值’，对技术的发展方向有了更清晰的认识，同时开始面对一个更困难也更重要的问题：如何塑造AI对世界的真实影响”。　　在这篇文章中，纳德拉呼吁人们摒弃AI制品是“粗制滥造”还是“高精尖”的二元对立，转而关注如何利用这项技术实现自己的目标。　　2025年年初，微软副董事长兼总裁布拉德·史密斯在一篇博客中宣布，在2025财年（2024年7月1日—2025年6月30日），微软将投资约800亿美元建设AI数据中心。关于该项目的投资进展，《中国经营报》记者联系微软方面采访，截至发稿未获回复。　　此前，微软在2024年推出一个专为AI体验而设计的 Windows PC品类：Windows 11 AI+ PC。据介绍，这是更快、更智能的Windows PC，用户可以轻松找寻此前在PC上看过的内容，借助实时字幕突破语言障碍（该功能可以将40多种语言的语音实时翻译成英文字幕）。　　在2023年完成对动视暴雪的收购后，微软一跃成为全球营收第二的上市游戏公司。在游戏业务中，微软也积极推动着AI技术的落地。　　2025年2月，微软在《自然》杂志上发表研究成果，介绍其面向视频游戏的生成式AI模型——Muse。它可以生成游戏画面、控制器操作，或同时生成两者。据介绍，该模型能够在数分钟内生成一段复杂的游戏流程。　　通过收集微软旗下忍者理论工作室4V4对战游戏《尖峰战队》的真实对战数据，Muse打造出能够更接近人类玩家行为的AI智能体。据悉，Muse已使用超过10亿张图像与控制器操作数据完成训练，相当于持续超过7年的人类游戏时长。　　AI竞赛　　除了微软之外，多家游戏大厂也在积极推动AI的应用，主要方向包括：降本增效，以及开发出基于AI的原生游戏玩法。　　其中，育碧分别在2024年和2025年推出了NEO NPC和Teammates。　　NEO NPC可以实现无脚本对话、实时情感和动画、记忆、情景感知以及合作决策。工作团队事先构思好人物性格、背景故事、目标和情绪，然后写进NEO NPC。由此，每一段玩家和NPC之间的对话都因玩家的行动而异，从而创造出个性化的沉浸式体验。　　Teammates是一个可供游玩的实验性研究项目，以第一人称射击（FPS）游戏机制为基础。玩家扮演反抗军的一员，在敌方基地中且战且进，寻找失踪的5名队员。在这个短小的游戏关卡中，除了AI语音助手Jaspar外，还有两名AI NPC队友与玩家并肩作战——Pablo和Sofia。　　育碧还在《刺客信条：影》的制作中利用AI工具快速生成、建模次要角色的头部，让美术人员可以把精力集中在更主要的角色上。　　艺电在2025年10月宣布与专攻视觉媒体领域的Stability AI合作，开发AI模型、工具和工作流程，解放美术师、设计师和开发者的大脑，让他们可以专注于最重要的事情。“AI可以起草、生成和分析，但它无法想象、共情或梦想——这些是艺电卓越的美术师、设计师、开发者、叙事者和创新者的工作。”艺电方面表示。　　三消游戏《糖果粉碎传奇》的开发商King工作室利用AI帮助开发者设计关卡，对老关卡进行更新。据介绍，King工作室并没有将AI驱动的设计体验直接提供给玩家，而是将其用于提高团队工作的精准度。　　2025年10月，《绝地求生》开发商Krafton宣布转型为“AI优先”公司，投入约1000亿韩元（约合人民币5亿元）建设GPU集群。其还将引进agent AI用于工作流自动化、AI研发和游戏内服务。　　在国内，腾讯发布了VISVISE游戏创作AI工具集，旨在提升美术师效率并减少重复劳动；网易则在《逆水寒》手游、《燕云十六声》等游戏中，引入了基于大语言模型的智能NPC，为玩家提供基于AI的游戏乐趣。　　争夺话语权　　短短数年间，多家游戏公司投入到AI竞赛中。　　长久以来，大型游戏的开发称得上是一项劳动密集、资金密集型的工作。以Rockstar两度延期的《侠盗猎车手6》为例，这款游戏立项超过10年，有消息称其开发成员遍布全球多个城市，人员规模达数千人之多，开发成本预计超过前作的2.65亿美元。　　可以预料，投入如此巨大的游戏，一旦上线后没能达到玩家期望，造成销量滑铁卢，将对公司造成毁灭性影响。　　近年来，育碧正因几款备受期待的游戏销量惨淡，转而开始走下坡路——2024年8月，被育碧寄予厚望的《星球大战：亡命之徒》发布，但销量未达投资者预期，使得育碧股价在2024年9月跌至近10年新低。另外，根据SteamDB实时数据，2024年2月发行、具备多人模式的《碧海黑帆》，在15个月内的最高同时在线人数仅2615人。　　在财务状况堪忧、股价连连下滑的情况下，育碧宣布积极应用AI，既给投资者喂了“定心丸”，又能通过AI缓解自身成本压力。　　“AI竞赛既是争眼下的研发效率，也是在争未来行业AI生态的话语权。”广大大数据研究员胡小璐表示。　　胡小璐告诉记者，在游戏研发中，AI能将美术资产花费的资源和时间降到最低、赋予NPC智能、编写剧情文本、制作买量素材等；除了游戏行业外，短剧等领域也遍布AI的踪影，“各家厂商利用AI将重复劳动的效率提到极致，从而用同样的成本做出更多优质内容，或者用更低成本抢占市场”。　　“当然，比起制作几款质量中等的AI游戏，大厂们往往会在AI大模型上花费更多精力——开源模型、开放接口、尽早开放商业化……各家厂商正在潜移默化地制定行业未来标准，构建AI长期竞争的护城河。”胡小璐介绍。　　AI可以助力各种规模的游戏产品的开发。　　“对比来说，AI的加速效果最明显的应该是独立游戏——不仅帮忙解决独游人少、钱少、研发慢、落地难的问题，还能缓解制作人身兼美术、程序、策划多个角色的巨大压力，让制作人更快地实现创意的落地。”胡小璐说道，“AI也很难在玩法创新、剧情世界观架构上起到决定性作用。AI的提速对游戏开发来说，最多算是新入职了几个超级员工，让团队解放精力去思考玩法、剧情演出等更深层次的内容。”　　不过，胡小璐认为，大型游戏公司和中小型公司，乃至独立游戏开发者之间的差距，并不会因为AI的出现而消解，“AI确实可以明显缩小效率差距，但厂商们仍需面对数据、创意和生态等多个挑战。大厂有千万级用户的行为数据，能训练出更贴合玩家习惯的AI交互模型，中小团队很难达到同等量级”。（文章来源：中国经营网）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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