Some game studios are experimenting with generative AI to help build environments and assist game writers in crafting NPC dialogue. For decades, video games have relied on scripted, stilted interactions with non-player characters to help shepherd gamers in their journeys. But as artificial intelligence technology improves, game studios are experimenting with generative AI to help build environments, assist game writers in crafting NPC dialogue and lend video games the improvisational spontaneity once reserved for table-top role-playing games.In the multiplayer game “Retail Mage,” players help run a magical furniture store and assist customers in hopes of earning a five-star review.