Dave Oshry, CEO of indie developer New Blood Interactive, has called for a consumer and developer boycott of Nvidia’s DLSS 5 technology, hoping to pressure the company into reconsidering its AI-heavy approach to game rendering.
Speaking out against the neural rendering technology championed by Nvidia executive Jensen Huang, Oshry expressed frustration with the direction the company is taking. He argues that widespread adoption of DLSS 5 fundamentally threatens traditional game art and development practices.
“At this rate, why make game art at all?” Oshry questioned, highlighting concerns that AI-driven rendering could devalue hand-crafted visual design in gaming. His remarks reflect growing anxiety within the indie development community about how artificial intelligence may reshape the industry.
Oshry’s boycott call comes as Huang has been actively promoting DLSS 5 to critics and the gaming public, attempting to frame skepticism around the technology as misguided. The Nvidia executive has adopted various messaging strategies to convince audiences that AI-assisted rendering represents the future of gaming.
The tension between innovation and artistic integrity continues to escalate, with independent studios increasingly vocal about protecting their creative control and ensuring that traditional game development remains viable and valued.