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Gaming: the most attractive AI market?

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Working in traditional business transformation in Europe, it’s hard not to notice where AI actually bites, and gaming keeps coming up. While healthcare, defence or the public sector will undoubtedly benefit, they carry heavy regulatory and ethical ballast that naturally slows deployment. Games live at the intersection of creative risk-taking, rapid iteration and oceans of telemetry, which makes them unusually welcoming to AI — fewer life-or-death constraints, but intense competitive pressure to ship, personalise and learn. European studios and publishers — from Ubisoft and Larian to King and Remedy — already operate at global scale, and their combination of craft and live-ops discipline gives them fertile ground for AI-led reinvention. AI is seeping into every layer: non-player characters that hold believable conversations, worlds that generate themselves, localisation that feels native, testing and balancing that run overnight, and moderation that protects communities without blunti...
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Compare your LLM's and say hello to Claude

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Four years in, generative AI has moved from spectacle to infrastructure, and with that shift comes a more sober responsibility. European leaders know by now that no single model will do everything well, even if procurement teams yearn for the simplicity of one contract and one dashboard. Comparison has become a craft in its own right — a blend of vendor due diligence and real-world trials across languages, domains, and the safety obligations that define our market. The question is no longer “which model is best?” but “which model is best for this task, in this moment, under these rules.” Tasks ask different things of a model: summarising without losing nuance, negotiating tone in two languages, refactoring code, or standing up to a red-team probe. Models, in turn, carry distinct signatures — reasoning depth, latency under load, cost stability, context length, and the way they handle uncertainty. The real value arrives when we match those signatures to the work at hand, and accept a p...
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