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# Unity's New AI Thing Is A Soulless Joke
- URL: https://aftermath.site/unity-spark-ai-google/
- Published: 2026-10-07T23:07:37.000Z
- Updated: 2026-10-07T23:09:04.000Z
- Description: 'We made Unity Spark for the gamers who have spent a thousand hours inside a genre and know exactly what’s missing' OK man
- Author: Luke Plunkett
- Tags: AI, unity, matt bromberg

Unity made a very big deal today of announcing Unity Spark, a new web-based platform that lets the lazy and unimaginative pretend they're doing work and have good ideas.

Unity's President and CEO Matt Bromberg [describes it as](https://unity.com/blog/why-we-built-unity-spark?ref=aftermath.site):

> We made Unity Spark for the gamers who have spent a thousand hours inside a genre and know exactly what’s missing. The graphic artist who wants to bring their vision to life but doesn’t know how to code. Modders who now want to create something entirely new. That's the opportunity we see: Folks with real creative conviction who can now fulfill their full potential.

Keep those lofty words in mind while watching this:

I honestly don't know who this video is for. Investors? Because it's not for people who make games

You'd be forgiven for assuming that was parody if it hadn't actually come from one of the most important companies in video game development. First, everything made here looks like ass, even though this was their carefully-curated corporate trailer! And when I say it looks like ass, I don't mean the characters or wall textures themselves, they at least are sourced from the Unity Asset Store (though...they still look like ass). I mean just *everything*; the animation, the way the lighting is introduced, all of it. 

Secondly, the idea that you could give the kind of person using this platform limitless possibilities and for its big debut trailer they chose...a corridor shooter says everything about the people making this, and the user they're trying to appeal to. And third, Unity is supposed to be a tool for serious game development; this is an insult to everyone who has ever tried to actually learn how to make a video game. 

Bromberg [says](https://unity.com/blog/why-we-built-unity-spark?ref=aftermath.site) in his announcement blog that "Electronic games are the last major form of entertainment that nearly everyone consumes but almost nobody creates", adding "That’s something we’d like to help change", and I'm like...excuse me? I listen to music every day and have never recorded an album or learned how to play the drums, and I watch movies every week and have never shot a short, let alone a feature film. Your business is built on selling things that let people make *real* games! Why are you kneecapping that saying crap like this? Who is this *for*?

If all you want to do is cobble together some assets and play/make something with friends, there are already countless alternatives you could use that aren't built around a colossal snake oil scam. From *Roblox* to Nintendo's *Game Builder Garage* to, hell, even the dead-for-10-years *Disney Infinity*. 

I find it both astounding yet also entirely expected that we are now *years* into the AI bubble and everything coming out of it [still looks like complete shit](https://aftermath.site/ai-poster-ad-flyer-local-business/). And will continue to do so: these companies can iterate and tweak all they want, tell us this is the future for as long as they want and and they'll never learn, because the things they're making are without any kind of soul or spark, and so will *always* look like shit.