Generative AI, or Gen AI, is expected to revolutionize video games, particularly open-world games like Assassin's Creed. Yves Guillemot, Ubisoft CEO, highlighted the potential of Gen AI to make games more interactive and alive, although he expressed concerns about the high costs involved in implementing the technology. Additionally, Guillemot emphasized the need for big innovations in the gaming industry and sees Gen AI as a key driver for new experiences. The introduction of generative AI, such as ChatGPT, in 2022 has raised significant interest in the gaming industry, with an eye on the potential applications and impact of this technology. Despite challenges, Guillemot believes that AI can transform the industry, making games more interactive and alive with greater interactivity. However, cost issues remain a significant hurdle to the widespread adoption of these technologies.