Creative Assembly is leveraging the power of generative AI to address a common challenge in gaming: complexity. The studio is developing a dynamic AI advisor intended to provide contextual help to players,particularly newcomers,within its notoriously intricate strategy games. Unveiled at CES 2026,this technology-wich runs on the GPU and is trained on internal data-represents a novel approach to in-game assistance,potentially moving beyond traditional tutorials and offering a more personalized experience. The initiative signals a growing trend of AI integration within game development, aimed at both enhancing player engagement and streamlining the creation process.
Creative Assembly is exploring the use of generative AI to create a “dynamic AI advisor” for its games, aiming to make complex titles more accessible to new players. The technology, which runs directly on the GPU, is trained on a limited internal dataset and provides contextually relevant, customizable advice based on the game’s current state.
The development, showcased at CES 2026, represents a potentially significant application of generative AI in gaming, offering a path to enhance player experience without requiring extensive programming. This approach could revolutionize how players interact with game systems, moving beyond static tutorials and guides.
According to the company, the AI advisor will have full access to the game system, allowing it to offer genuinely helpful suggestions tailored to the player’s specific needs. Creative Assembly plans to conduct further research, testing, and gather player feedback to refine the system.
Future iterations could see the AI evolve into a more reactive and proactive in-game character, potentially replacing traditional advisors in titles like Total War: Warhammer 40K. Instead of offering generic tips, the AI could actively monitor gameplay and provide real-time recommendations.
This initiative could pave the way for smarter AI applications that improve player engagement and reduce the need for thousands of hours of manual coding. The company believes this technology could benefit both players and developers alike.
