At Summer Game Fest 2026, Sega faced scrutiny over its use of generative AI in the development of Crazy Taxi: World Tour. A brief statement on Steam revealed only that AI was used as a 'support tool,' sparking immediate backlash and confusion. This followed a similar reaction to the Tomb Raider remake, where minimal disclosure led to widespread speculation about the role of AI in creative processes.

Further clarification from Sega indicated that generative AI was used only for background asset ideation and that all generated material underwent human review. Series creator Kenji Kanno emphasized that AI was used strictly as a visual reference—artists viewed AI-generated images but created all final assets by hand. No AI was used in relation to performers or core creative elements.

Despite these assurances, the delayed and vague nature of the disclosures deepened public skepticism. Critics argue that even minimal AI involvement undermines creative authenticity, especially in remakes and revivals. The broader issue, as industry observers note, is not just AI use but the lack of standardized transparency, which fuels distrust.

Steam now requires AI disclosures, but current guidelines allow for broad, non-specific language. This case highlights the growing tension between corporate communication practices and player expectations for accountability in game development.