Unity promises AI tools to spawn games as stock plummets

Unity is pushing generative AI deeper into its engine and plans a new AI beta that it says could remove the need for coding. CEO Matthew Bromsberg said, “AI-driven authoring is our second major area of focus for 2026. At the Game Developer Conference in March, we’ll be unveiling a beta of the new upgraded Unity AI, which will enable developers to prompt full casual games into existence with natural language only, native to our platform — so it’s simple to move from prototype to finished product.” He added the assistant will draw on project context, Unity’s runtime and “the best frontier models,” arguing this mix will yield “more efficient, more effective results to game developers than general-purpose models alone.” Bromsberg also framed the goal as removing friction and “becoming the universal bridge between the first spark of creativity and a successful, scalable, and enduring digital experience.” Many developers and players remain skeptical.

unity, generative ai, game engine, ai beta, natural language, game developer, matthew bromsberg, prompt games, unity runtime, frontier models