Will AI CREATE EXCITING GAMES?
TL;DR: The Hitchhiker's Guide to UA - Episode 3
In this episode, Amit Carmi and Yoni Blumenfeld continue to explore how AI will transform UA professionals from manual operators into strategic CEOs managing intelligent systems, while examining what uniquely human insights will remain irreplaceable and will AI will be able to create excitement for players.
Key Takeaways:
• The data reduction problem - When you try to reduce creatives to key variables, you lose too much data and potentially what made them interesting in the first place
• User motivations are oversimplified - While frameworks like "progression" touch on important gamer motivations, millions of progression-focused creatives fail. The devil is in the details
• The collaboration model - Future AI systems need to know when to involve humans, initiating collaboration at key decision points where human intuition adds value
• From UA manager to UA CEO - Instead of managing agencies and briefs, UA professionals will become strategic puppeteers directing AI systems that handle the entire creative loop
• The human-in-the-loop advantage - AI should leverage humans for deep insights and reasoning that technology can't yet replicate, creating an intelligent feedback loop
• More decisions, better quality - With AI handling repetitive tasks, the "highway of creativity" becomes busier, forcing humans to think more deeply about strategic choices
• The Clash of Clans analogy - UA professionals become like village kings managing prosperity - with creative resources now abundant rather than scarce, they step up to control higher-level strategy
• Intelligent experimentation - The goal is AI that can hypothesize, create experiments, and produce content while preserving what makes it exciting - an ambitious but achievable task
• The endless tunnel - As AI advances, it continuously reveals new doors requiring human insight, creating an evolving partnership rather than replacement
• What humans still do better - Deep analysis, human-based reasoning, understanding the "why" behind performance, and recognizing what's truly interesting versus mechanically optimized
Watch the full episode to understand how the future of UA isn't about humans versus AI, but about creating intelligent collaboration where technology handles the mechanical work while humans provide the strategic vision and creative intuition that drives real success.
