When I sat down to interview my nephew, Matt Young, a 3D environment artist currently working at Crowbar Collective I expected to hear how artificial intelligence was transforming his industry. I assumed that, like in so many sectors, AI had become an essential part of the creative stack.
I was wrong.
What I found instead was a conversation that reframed my assumptions not just about gaming, but about how humans engage with any digital experience. And for someone like me who’s never been a gamer, it turned out to be a very insightful conversation about the state of AI in the creative process.
The Human Behind the Digital
Matt started building games at 13. While his peers were playing them, he was learning how to construct environments, models, and systems using early versions of Unreal Engine and open modding tools. After high school, his first real project took off through Kickstarter, and today he works as a 3D environment artist, shaping the spaces and visuals that players explore in the upcoming title Rogue Point.
He also helped bring Black Mesa the widely acclaimed fan remake of Half-Life across the finish line. As Wired Magazine described it:
“Black Mesa isn’t just a remake—it’s a reimagining. A fan-made monument that feels like a professional production.”
That “professional production” feeling is no accident. It comes from craftsmanship, attention to detail, and something even more essential: human intent.
AI Can Accelerate but Not Replace
When asked how AI is used in his work, Matt didn’t deny that tools exist, generative texture models, auto-placement logic and concept art prompts. But his experience with AI-generated starting points left him underwhelmed.
“For me, it wasn’t super inspiring… If the idea itself comes from AI, it’s hard to find the motivation to build around it.”
— Matt Young
There’s a distinction here between assistance and authorship. AI can support repetitive tasks or help brainstorm ideas, but for Matt and many of his peers the core of the creative process is still deeply human.
That matters, because players notice. Unlike other industries where automation can be invisible, game players are dialed in. They can sense when something is off, when the image feels “flat,” or when a scene lacks emotional resonance. AI can imitate. But it rarely connects.
“Video games are art. They’re conversations. Every choice from how a player moves to the way a space is lit is intentional. And that’s what makes them immersive.”
From Games to Broader Digital Experience
This may sound far removed from industries like banking, healthcare, or insurance, but the parallels are striking.
Just like in game design, those of us working in customer experience and communications are being asked to craft digital interactions that feel intuitive, responsive, and yes, human. AI can help us scale, personalize, even predict. But what it still struggles to do is evoke trust and create emotional connection.
The takeaway from my conversation with Matt isn’t that AI is bad. It’s that we need to be more thoughtful about when and how we use it especially in spaces where human experience and creative judgment are central to success.
In a world where digital customer engagement is everything, it’s still the human touch that makes the difference even in video game design.
Be sure to check out Matt’s portfolio and connect with him on Linkedin.
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