Sega is currently facing criticism after it was revealed that its recent Sonic the Hedgehog alternate-reality game (ARG), titled "Chaos Hunt," was designed to train artificial intelligence models using participant data. The ARG, launched to celebrate the 35th anniversary of the Sonic series, tasked players in the US with locating virtual Chaos Emeralds for a chance to win prizes.
While participating in the Chaos Hunt, players are required to register on the official website. A disclaimer within the registration box states that users must consent to the terms and conditions of a company called Community, the marketing firm behind the activation. These terms stipulate that user data collected "may be used to train and enhance our proprietary AI models" and could also be shared with third-party AI models, though efforts are reportedly being made to prevent the sharing of personal data.
The revelation has drawn a negative response from some players. Many have expressed dismay at the increasing integration of AI into various aspects of online engagement, even within promotional events. Others, however, have pointed out that many online platforms, including social media sites, already utilize user data for similar purposes.
The differing reactions may also reflect broader global perspectives on AI technology. While generative AI remains a contentious topic in Western countries, concerns appear less pronounced in regions like Japan, Sega's home country, and South Korea.