Gamers love AI NPCs, according to new research

We’re familiar with public sentiment regarding AI in games being predominantly negative. Indeed, data from February showed that half of games industry professionals think generative AI is bad for the industry. But a new study from The University of Bristol challenges industry skepticism around AI-powered Non-Player Characters (NPCs).

Across 122 player sessions during the research, enjoyment of interactions with these in-game AI was near universal at 95%, while 75% felt the tech enabled participants to, ‘Express themselves or make meaningful choices.’

“This research helps to ground what is otherwise quite an emotionally charged debate about AI in games,” said Dr Richard Cole, Lead Researcher. “It does this by putting the player at the heart of the debate – asking what they feel about AI-powered experiences in practice, not just in theory.”

Using well-validated psychometric instruments including the User Engagement Scale (UES) and the Game User Experience Satisfaction Scale (GUESS), the quantitative measures were bolstered by in-depth thematic analysis of interviews, game logs and ‘think aloud’ play sessions – showing how players embraced different roleplay strategies, felt motivated to solve challenges and wanted to spend more time with the game.

Participants played games that featured AI characters from Meaning Machine Games. “Players kick back at AI when it takes away from creativity,” says co-founder Thomas Keane. “But when AI is used to power totally new types of interactive experience, then it’s a very different story.”

These results represent the first half of a two-part independent study, led by Dr. Chris Bevan and Dr. Cole of the University of Bristol, UK. These initial results relate to 68 player sessions across 68 hours. The full study involved 122 player sessions across gamer types, from ‘Cosy’ to ‘Social-Competitive’ and will be published later this year.