A revolution in artificial intelligence may be hiding in plain sight – within the virtual worlds of video games. Backed by Amazon's Jeff Bezos, General Intuition is convinced that harnessing gaming data will unlock the secrets to achieving true artificial general intelligence (AGI). The US-based startup has already made a splash with its £1.8 billion valuation and £250 million funding round, attracting investors like Coatue and researchers from top institutions including MIT and Google DeepMind.
According to General Intuition's CEO, Pim de Witte, the current crop of large language models (LLMs) – think ChatGPT and Claude – are impressive but fundamentally flawed. While they excel at processing text, they struggle to grasp how objects move and interact within physical space and over time. This crucial understanding can be taught using video game data, which offers a rich, dynamic environment for learning. By training 'world models' in this way, General Intuition aims to bridge the gap between text-based AI and systems that truly comprehend the physical world.
The startup's roots lie within the gaming platform Medal TV, where it originated. This heritage gives General Intuition a unique edge when it comes to understanding gaming mechanics and the vast datasets generated by player interactions. By leveraging this expertise, the company is working towards creating AI systems with a more intuitive grasp of physics and causality – moving beyond mere linguistic proficiency.
The potential impact on UK businesses could be significant, with advancements in areas like automation in manufacturing, logistics, and robotics. Consumers might also benefit from improved augmented reality, virtual assistants capable of complex physical tasks, and more intuitive smart home devices. However, the development raises pressing ethical questions, particularly around the use of these advanced AI models in sensitive applications – such as defence.
Regulators like the UK's Information Commissioner's Office (ICO) would likely scrutinise the data privacy aspects of using vast gaming datasets. The EU's AI Act sets a global precedent for high-risk AI systems, which AGI certainly qualifies as. This could influence future UK legislation and international standards for AI development – pushing for transparency, safety, and accountability if such technology is deployed within the UK or by UK-based entities.