Xie Fei, President of Century Huatong: The impact of this round of AI transformation is far greater than any previous technological upgrade, and its changes to the gaming industry will not be limited to a single aspect.

During the ChinaJoy 2026 event, Xie Fei, president of Century Huatong, engaged in a dialogue with media outlets including Sina Technology. When discussing the AI strategy, Xie Fei stated that the company's core positioning for its AI strategy is clear: prioritizing AI to empower the entire business chain and achieve cost reduction and efficiency improvement in various stages. In addition to implementing business applications, the company is also deeply focused on building a robust foundational layer of intelligent computing power. "We continuously track cutting-edge technologies in the industry, ramp up our layout of the AI native ecosystem, and leverage diverse strengths such as industrial capital and industry competitions to constantly expand and refine our AI industry ecosystem," she remarked. Xie Fei emphasized that every link in the companys business chainresearch and development, art, testing, investment, and operationscan generate profit. The impact of this round of AI transformation is far greater than any previous technological upgrade and will long-term permeate every aspect of industry and daily life. We adhere to long-termism and maintain a continuous exploration attitude, consistently enhancing our AI-related layout. When discussing the changes AI brings to the gaming industry, Xie Fei also noted: "The most profound change AI brings to the gaming industry will not stop at a single stage; it will redefine the entire value chain of games from creativity to experience at a fundamental level. Currently, the most recognized change is the reconstruction of the development process; AI is turning it into a 'collaborative document-style' production: planners can generate prototypes using natural language, artists can use AI to generate materials in bulk and iterate in real time, testing can be automated by AI; code development can be assisted by AI. When AI evolves from helping humans to doing the work itself, the true change is that the human role shifts from executor to definer: defining what is worth doing, what processes are worth running, and leaving the rest to AI for execution." She pointed out that Century Huatong's ultimate goal can be summarized in three sentences: to redefine the creation methods, interaction methods, and business models of content with AI. "We hope Century Huatong will no longer be merely defined as a 'gaming company,' but rather as a global digital content company powered by AI."