
Generative AI is all over the entertainment industries right now, and lots of people in games are making excited noises about finding new ways to integrate it into their products, from game developers and publishers such as Ubisoft and Square Enix to platform holders and hardware firms such as Epic and Nvidia. This new industry obsession is still taking shape, and there are lots of questions still to be answered about how much it might cost in the future, who will have access to it, and what it will actually help with, not to mention fears about job losses and other harms. But there’s a bigger question bubbling underneath all of this that threatens to burst the wobbly generative AI bubble: is the entire boom built on stolen labour?