Nintendo AI Policy: Shuntaro Furukawa Outlines IP and Compliance Stance at Shareholder Q&A

During a recent shareholder Q&A, Nintendo president Shuntaro Furukawa reviewed the company’s position on generative AI, emphasizing legal compliance and the protection of Nintendo intellectual property. Nintendo, the creator of franchises such as Mario and The Legend of Zelda, has repeatedly highlighted the connection between its characters and the unique forms of play it develops across platforms including the Nintendo Switch and its digital storefront, the eShop. Furukawa framed the issue in the context of evolving laws and regulations. He said Nintendo will follow applicable legal frameworks and “appropriately protect our intellectual property in accordance with the law.” He acknowledged that technologies similar to AI have long been used in games—citing examples such as systems that control the movement of opposing characters—and that modern generative AI can be applied to more creative tasks. At the same time, he pointed to tangible concerns raised by the technology, including issues involving intellectual property rights and energy consumption. Rewriting Furukawa’s key points in journalistic terms: Nintendo will comply with laws and regulations related to AI and intends to protect its IP through legally appropriate measures. While generative AI offers new creative possibilities, the company recognizes concrete challenges in areas such as IP protection and power usage. If Nintendo determines that an activity infringes on its intellectual property, it will take appropriate action and does not plan to change that policy. Furukawa also stressed that Nintendo’s characters did not arise in isolation but were developed alongside distinctive interactive experiences, and the company will continue to prioritize those strengths. This statement follows a broader industry conversation about how publishers and developers manage AI-generated content, and it reiterates Nintendo’s long-standing focus on IP stewardship. For context, the Nintendo Switch launched on March 3, 2017, and remains Nintendo’s primary hardware platform for first-party releases, with digital distribution handled via the Nintendo eShop. Furukawa’s remarks align with Nintendo’s historical approach of protecting its characters and franchises while navigating new technology and regulatory environments. Nintendo did not provide additional operational details about any internal use of generative AI during the session. The company’s position as outlined by Furukawa is clear: comply with the law, protect Nintendo IP, and continue to emphasize unique forms of play as the core of its creative identity.