The rapid advancement of Generative Artificial Intelligence (AI) has disrupted the creative landscape, particularly within the digital game industry. This research investigates how Generative AI is integrated into the design workflow at Adventroupe Studio and examines the shifting perceptions of creativity among industry professionals. Utilizing a qualitative approach with in-depth interviews involving respondents from Visual Art and Marketing/Production divisions, this study analyzes the practical applications and psychological impacts of AI adoption.
The findings reveal a dualistic utility of AI: for non-artistic roles, AI functions as an efficiency engine, acting as a "Junior Assistant" to handle high-volume operational tasks; for artistic roles, it serves as a "Collaborative Partner" for divergent thinking and critique, without replacing the final execution. The study concludes that the definition of creativity is evolving from "originating from scratch" to "orchestration and curation." While AI significantly mitigates the "Developer’s Dilemma" by accelerating production and reducing burnout, the "Human Touch" remains the critical differentiator for quality and emotional resonance. The research suggests that while AI fosters productivity, domain expertise acts as a necessary safeguard against over-dependency. These insights contribute to the discourse on Human-AI collaboration, though the findings are limited by the sample size and suggest the need for broader industry-wide studies.