Shigeru Miyamoto, the Nintendo representative director and executive fellow behind titles like Super Mario and The Legend of Zelda, sees AI – as controversial as it may be – as a natural progression of technology.

The Nintendo mastermind says as much during a press conference reported by GameWatch (later translated from Japanese by VGC), first recalling past technological advancements.

"Our generation lived through a period of rapid computer development – a time when tools were constantly evolving, moving from typewriters to word processors," he explains, using design – or more specifically, lettering – as an example.

"In the past, for instance, designers were taught in school how to create beautiful lettering for posters; possessing that skill alone was enough to be called a 'designer.' Alternatively, one could simply take a design that was trending abroad, give it a 'Japanese-style' twist, and be labeled a designer."

Then, "computers and technology advanced," as Miyamoto says, and "a designer's true individual capabilities… finally came to the fore."

That's when he mentions AI: "I believe generative AI represents a similar shift." Miyamoto then draws a line between "creating" and the "labor" that's involved while creating.

"When you set out to create, you first establish a broad structure, then begin the hands-on work: the tasks that follow, such as filling in gaps or refining the details. The tricky part is that this labor can actually be quite enjoyable."

Miyamoto doesn't think hard or lengthy labor means a good product, however – and there could be danger in folks wrongly believing it does.

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