Microsoft representatives at the Game Developers Conference, attended by GamesRadar+, have discussed the topic of AI at a significant level. General Manager for gaming AI at Xbox, Haiyan Zhang, emphasised that the industry has been building AI systems for decades, with systems for pathfinding, tactical enemy behavior, cheat detection, and learning systems. However, Zhang acknowledged that the scale and sophistication of generative AI is now more advanced than it was 20 years ago. She emphasised the need to consider AI on a deeper level and more carefully about how we use it.