A joint [study](https://docsend.com/view/yc2zjta3pbe55yg6) by the University of Bristol and studio Meaning Machine has shown that the vast majority of players positively rate their experience interacting with AI-driven NPCs.

The study involved 68 participants – 31 men, 31 women and seven non-binary individuals. All test subjects played Dead Meat, a detective game from Meaning Machine where players must interrogate suspects. According to the results, 95% of participants described the experience as pleasant, and 97% found the interaction useful and rewarding.

75% noted that Dead Meat allowed them to "express themselves or make meaningful choices." Researchers from the University of Bristol clarified that these results remained consistent regardless of the types of games included in the analysis.

One of the key observations was how the AI-powered NPCs in Dead Meat facilitated freedom of expression.

>I really found it useful – just being able to come up with my own questions for once.

However, the researchers note that this freedom can also feel overwhelming due to the lack of clear direction.

>The freedom is very exhilarating at first, it feels immersive and that's cool. But it can also be overwhelming.

This study helps bring some concrete evidence to a rather emotionally charged discussion about AI in games. It puts the player at the center of the conversation, asking how people feel about AI experiences in practice, not just in theory.  


>\-Meaning Machine co-founder Thomas Kinn added:

>Players resist AI that takes creativity away from people. But when AI is used to create entirely new types of interactive experiences, that's a whole different story.

Kinn rightly points to the existing resistance to certain applications of AI in game development. Clearly, context is everything.

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Over 90% of players find interacting with AI powered NPCs pleasant and rewarding.