In an interview published by Nintendo Dream Web on 23 October 2026, Nintendo executive fellow and representative director, Shigeru Miyamoto shared his thoughts on generative AI, creativity and the evolving role of technology in game design.

Speaking during a press conference at Nintendo’s headquarters in Kyoto, Miyamoto argued that AI could help people better understand what it truly means to create something. Miyamoto began by comparing AI to previous technological shifts.

“In our era computers appeared. Before that we typed on typewriters, then word processors came, and tools kept evolving.”

He explained that design once depended heavily on technical skills, such as lettering and arranging typography. As computers automated these tasks, however, individual creative abilities became more important.

“When those technical/technique parts evolve, that is when a person’s layout sense and individual design ability finally come to the surface.”

His point is that when technology makes execution easier, creativity becomes less about mastering tools and more about having the taste, judgment and vision to use them effectively. Miyamoto draws a distinction between having an idea and carrying out the work needed to realise it.

He describes creation as establishing an overall structure and deciding what you want to achieve. The work follows: filling gaps, refining details and polishing the result.

“The troublesome thing is that the work itself is enjoyable. You get a strong sense of satisfaction that you’re really creating something.”

What he means is that satisfaction can be deceptive. Spending hours refining something can make us feel productive, even when the underlying idea lacks originality or substance.

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