Unity unveils AI Council to fast-track game creation and platform innovation

Unity forms AI Council to accelerate product innovation

Unity Technologies announced a new AI Council that pairs seasoned artificial intelligence experts with the company's product leadership. The goal: speed up how AI shows up across Unity's platform for creation, testing, and growth of interactive content. This is a practical move for teams that want faster iteration and higher-quality outputs inside Unity's ecosystem.

Initial members include Jia Li, co-founder, president, and chief AI officer of LiveX AI, and Julian Togelius, associate professor at New York University and co-founder of modl.ai. Unity plans to add more members in the coming months. You can track Unity's AI direction here: Unity AI.

"AI is transforming our industry and accelerating the volume and pace of game creation," said Matt Bromberg, president and CEO of Unity. "We're dedicated to providing the best platform in the world for the next era of interactive content creation."

What this means for product development leaders

• Shorter build-measure-learn loops: expect AI-assisted workflows to compress prototyping, level design, and asset iteration cycles.
• Higher test coverage with agents: game-playing bots can stress systems earlier and more often, improving stability before playtests.
• Smarter content generation: procedural tools guided by player modeling can align content with real user behavior, not guesswork.
• New skills and roles: PMs and tech leads will need working knowledge of AI-driven tooling, data quality, and evaluation methods.
• Governance by design: plan for telemetry, data labeling, and metrics that make AI features measurable and safe to ship.

Near-term signals to watch inside Unity

• AI-assisted creation: features that speed environment, NPC, and level blockout using procedural content techniques.
• Automated QA: integrations with agent-based testing to find regressions and edge cases earlier in the pipeline.
• Player modeling: tools that translate gameplay data into tunable difficulty, personalization, or content selection.
• Workflow integrations: SDKs and editor tools that fit into existing Unity build and content pipelines with minimal friction.

Who's on the Unity AI Council (current)

• Jia Li - Co-founder, president, and chief AI officer, LiveX AI; former founding global head of R&D at Google Cloud AI; AI faculty at Stanford; IEEE Fellow; co-founder and chairperson of HealthUnity Corporation.
• Julian Togelius - Associate professor of computer science and engineering at New York University; co-founder of modl.ai; IEEE Fellow whose research focuses on game AI, procedural content generation, computational creativity, and player modeling. modl.ai builds game-playing agents for QA.

How to act now

• Map where AI can remove bottlenecks: prototyping, asset creation, balancing, and regression testing.
• Instrument data for player modeling: clean event taxonomies, sessions, and outcome metrics that feed into AI-driven features.
• Run controlled pilots: pick one feature area, set clear KPIs (cycle time, defect rate, content throughput), and measure.
• Plan skills development: give PMs, designers, and engineers a shared baseline on AI tooling and evaluation. For structured options, see AI courses by job role.

Context

Unity provides tools for creating, marketing, and growing games and interactive experiences across mobile, PC, console, and extended reality platforms. The company expects to expand the AI Council with additional members.

Based on a company press release.