Generative AI in Game Design

Enhancing player experiences through character and narrative creation

The gaming industry is undergoing a profound transformation with the rise of generative artificial intelligence (AI), offering new possibilities for dynamic storytelling, character design, and player immersion. This research explores the integration of AI-generated content in game design, specifically how AI-assisted narratives and character development influence player engagement, decision-making, and overall gaming experience. By examining AI-driven vs. human-created storytelling, this team seeks to understand the cognitive, emotional, and behavioral responses of players interacting with adaptive, procedurally generated game elements. 

This project is both an academic exploration and an applied study into the capabilities of large language models (LLMs) and deep learning frameworks in shaping interactive storytelling. Our approach includes developing an experimental text-based role-playing game (RPG) where players experience either AI-generated dynamic narratives or traditional human-crafted storylines. Through empirical testing and behavioral analysis, we measure immersion, cognitive load, and decision satisfaction, providing quantifiable insights into the evolving role of AI in entertainment and digital media. 

Beyond the gaming industry, the findings from this study could have broader implications across multiple disciplines. The ability of AI to generate cohesive, context-aware narratives can enhance educational simulations, interactive training programs, and virtual customer engagement experiences. As AI-powered storytelling gains traction in media, marketing, and even mental health applications, understanding its psychological and social effects is crucial. Our work aims to establish best practices for balancing AI adaptability with human-centered storytelling, ensuring that AI-driven narratives are not only engaging but also ethically and creatively aligned with audience expectations. 

As we continue to refine our game prototypes and experiments, we welcome discussions with industry partners, game developers, and AI researchers to explore real-world applications of this work. The CoRS funding has been instrumental in supporting our development of AI-generated characters, user testing methodologies, and research dissemination efforts. We look forward to sharing our findings in academic publications, industry conferences, and future collaborations with innovators in AI-driven content creation.

For more information, contact project PI, Dr. Yuan Zhang, at yzhang29@memphis.edu.