Amazon is making strides in the integration of generative AI within the gaming industry. The company has opened a new AI pop-up space in San Francisco to bring talent together and explore the potential of AI technologies. Amazon Games' CEO has emphasized the necessity of generative AI in game development, suggesting that it can foster better ideas and innovations. This comes amid ongoing strikes by video game actors seeking fair pay and protections against AI. Meanwhile, at Gamescom 2024, Red Meat Games is showcasing MoriAiRTy, a game that incorporates generative AI as a core mechanic, highlighting the growing trend of AI in gaming.