Pocketpair will not use or publish generative AI games — here's why

'Gamers don't want it'

When asked for the single decisive reason behind Pocketpair's refusal to use generative AI, Buckley's answer was short: "Gamers don't want it" . He elaborated in an interview with GamesRadar+, saying, "And if the gamers don't want it, I guess that's it, right? Not much of a conversation to be had" . This market-signal reasoning treats player backlash as the ultimate veto, one that outweighs any potential cost or efficiency benefits of the technology . Buckley noted that Western players in particular tend to distrust generative AI in games .

Generative AI is not sustainable, in Buckley's view

Buckley called the current market trends supporting generative AI "unsustainable" and predicted that the technology will not last as a mainstream practice in the games industry . "I personally can't imagine it ever being too prominent," he said in the GamesRadar+ interview . "I'm sure some people are doing it. It's not really for us." He added that some large companies may be using AI to "save time," but that strategy does not align with Pocketpair's philosophy .

Steam's AI disclosure rules add storefront friction

Steam's updated policy, which requires publishers to disclose AI use in their games, was another factor Buckley cited . The requirement creates a compliance burden and a consumer-facing transparency risk that puts pressure on developers who rely on generative AI . In effect, the storefront policy makes it harder for AI-reliant games to avoid reputational damage at the point of sale .

Pocketpair's artists prefer to do the work themselves

Buckley also pointed to the preference of Pocketpair's in-house artists, who want to create their own work rather than rely on AI generation . The studio's commitment to human creativity is a matter of internal culture, not just external messaging . This artist-driven ethos reinforces the same conclusion reached by market signals: generative AI is not a fit for Pocketpair.

The Palworld AI controversy context

Pocketpair has faced persistent accusations that Palworld itself used generative AI for its creature designs. Buckley and other studio representatives have repeatedly debunked these claims . "That is by far I would say the biggest kind of thing that was ever against us, still to this day," Buckley said. "Go to any Palworld posts or any news article about Palworld, or Reddit post, you'll see someone say, 'I hate this company. They use AI,' and it's complete nonsense" . The studio's explicit anti-AI stance serves in part as a rejection of those persistent accusations .

The publishing division policy

Pocketpair launched a publishing division in 2025 with a commitment to "honor the independence and vision of developers," but with a clear exclusion: no generative AI, Web3, or NFTs . Buckley stated that the division exists to support developers who share Pocketpair's values, reinforcing that the anti-AI policy applies whether Pocketpair is acting as developer, publisher, or both .

What this means for developers seeking a publisher

Buckley's message to developers who use generative AI is straightforward: Pocketpair is not a viable publishing partner for those creators. "There are lots of publishers out there [who'll talk to you], but we're not the right partner for that" . For developers who prioritize human-driven creativity and want to avoid the reputational risks associated with AI disclosure, Pocketpair's publishing division offers a clear alternative .

Bottom line

Pocketpair's refusal to use or publish generative AI games rests on four interconnected arguments: strong negative player sentiment, a belief that the current generative AI trend is unsustainable, storefront friction from Steam's disclosure rules, and an internal culture where artists prefer to create their own work. The studio's communications director summed it up as a business decision driven by what players actually want — and by what the studio's own team believes in.