Yves Jacquier, executive director of production services at Ubisoft Montreal, believes AI will be the strongest feature of new console hardware. "AI has always been the real battleground," he told GamesIndustry.biz. "In general the industry expects that graphics will not be a strong feature any more... Obviously, graphics are better for marketing purposes because you can show things. AI you can't show… The challenge is that, if you see an AI coming, you've failed. And that's a problem we have to overcome as we create the impression of flawless, seamless worlds." Achieving this goal on current hardware is a tricky proposition, according to Jacquier. "Our challenge with the PlayStation 3 and Xbox [360] is that we're extremely limited in what we can do. It's a challenge for the engineers to provide nice graphics and nice AI and nice sound with a very small amount of memory and computation time. We think that the next generation of consoles won't have these limits any more.”