Meta plans to integrate more generative AI technology into gaming, particularly in virtual reality (VR), augmented reality (AR), and mixed reality, as part of its efforts to revitalize its struggling metaverse strategy.
A job listing reveals that Meta is researching and prototyping “new consumer experiences” enabled by generative AI, such as games with “non-deterministic” paths that evolve each time they are played. The company also aims to develop or collaborate with third-party creators on AI-powered tools to streamline workflows and reduce game development timelines.
The initial focus will be on Horizon, Meta’s metaverse ecosystem of games, apps, and creation tools, though the company may extend these innovations to other platforms like PCs and smartphones.
“This is a nascent area with the potential to create entirely new experiences,” the job listing states, emphasizing the possibility of significantly increasing efficiency and content creation in the gaming ecosystem.
Meta’s Reality Labs division, which oversees its metaverse projects, has yet to produce a breakout product. Despite selling millions of Meta Quest headsets, the company has faced challenges in attracting users to its Horizon platform and offsetting billions in operational losses. In response, Meta recently shifted its strategy, allowing third-party manufacturers to license software features like hand and body tracking from the Quest system. Concurrently, it has increased investment in metaverse gaming, reportedly due to CEO Mark Zuckerberg’s personal interest in developing games for Quest headsets.
Meta has previously expressed interest in generative AI for metaverse applications. In 2022, Zuckerberg showcased “Builder Bot,” a prototype that enables users to create virtual worlds using voice prompts. Additionally, Reality Labs head Andrew Bosworth described generative AI tools as a way to democratize content creation, equating their potential to the transformative impact Instagram had on user-generated content.
The gaming industry is gradually adopting generative AI, with companies like Inworld and Artificial Agency using the technology to create dynamic narratives and dialogues. Other platforms offer AI-generated assets, such as game art and character voices, sparking concerns among some creators about job security.
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Meta has already committed billions to generative AI, establishing a dedicated team to develop products like AI characters and advertising tools. However, Zuckerberg cautioned earlier this year that profitability from these investments could take years, meaning Reality Labs may not see immediate financial benefits.