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AI is impacting the gaming industry in two very different ways: on one side, it is foundational technology that helps unify creative workflows; on the other, it is sparking controversy over using AI to replace people in quality testing. For Vietnamese marketers, this is not just a technology story, but also a signal of how major companies are redesigning product experiences, team productivity, and user trust.
Unreal Engine 6 aims for a “unified engine” for developers
According to Game Developer, Unreal Engine 6 is expected to merge UE5 and UEFN into a unified system, rather than continuing to separate the two development environments. If this becomes reality, game developers and content creators could work on the same platform, reducing friction when moving between traditional game development tools and user-generated experiences.
The notable point here is not a single feature, but the strategic direction: when an engine is designed as “a shared ecosystem,” businesses can shorten deployment time, standardize workflows, and create more touchpoints for the creative community. For technology brands, gaming companies, or UGC platforms, this is a clear example of how AI and new development tools are driving convergence between content production, operations, and distribution.
Source: Game Developer.
Controversy erupts as Square Enix wants to use AI for most QA
News from Toy People says Square Enix has announced a plan to replace up to 70% of game testing and debugging work with generative AI technology, aiming to gain a competitive edge in game development. However, the move immediately drew strong backlash from the game industry.
Michael Douse, Publishing Director at Larian Studios – the developer behind Baldur’s Gate 3 – publicly criticized the plan, saying replacing human QA with AI is “foolish.” According to him, QA is not only the team that finds bugs, but also an important bridge between the community and the publishing team; they understand the product’s strengths and weaknesses very well and help maintain internal communication flow.
This debate shows that the line between “useful automation” and “cutting human roles” remains a sensitive topic, especially in areas that require contextual awareness, real-world experience, and nuanced judgment. In brand communications, an AI adoption decision that lacks balance can easily be interpreted as prioritizing efficiency over quality or people.
Source: Toy People.
A perspective for the Vietnamese market
For Vietnamese businesses, these two stories offer a fairly clear lesson: AI is most effective when used to expand human capability, not completely eliminate the human role. In gaming, software, digital products, or creative services, AI can help speed up workflows, standardize testing, and optimize resources, but specialist teams are still needed to assess context, quality, and end-user experience.
From a marketing perspective, this is also the right time for Vietnamese brands to adjust their AI messaging in a more practical direction: emphasize productivity, quality, and collaboration between humans and machines, rather than promoting AI as a complete replacement solution. The best communications brands do not just talk about new technology; they also explain how that technology improves the experience for customers and operations teams.
- If you build digital products, clearly identify which stages AI supports well and which still require experts.
- If you communicate about AI, prioritize transparency to avoid creating the impression of “cutting people at all costs.”
- If you want to build long-term trust, you need to prove that AI improves quality, not just reduces costs.
Compiled from international sources: Game Developer and Toy People.
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This article focuses on AI in Gaming with a perspective for the Vietnamese market.
References
- Unreal Engine 6 will merge UE5 and UEFN into ‘a single, unified engine’
- Baldur’s Gate 3 Director Slams Square Enix’s AI QA Plan: “Replacing Human QA with AI is Foolish”
