Google has begun rolling out access to its latest artificial intelligence tool, Project Genie, which enables users to create fully playable virtual worlds using simple text prompts.

In a demonstration video released by DeepMind, Google’s AI research division, the company showed how users can generate interactive environments in a way similar to other generative AI tools.

However, Google acknowledged several limitations, noting that the generated worlds may not appear fully realistic, may not strictly follow prompts or images, and may not always align with real-world physics.

Beyond technical limitations, Project Genie is already raising legal and ethical concerns. In the video, Google stated that users can ‘be any character’ a feature that has quickly drawn attention. According to reports by VGC, users have already shared content on social media that appears to include copyrighted characters and intellectual property, such as Shadow the Hedgehog and elements from The Legend of Zelda: Breath of the Wild.

Google explains that while the interactive nature of Genie is new, it raises familiar questions about training data, copyright permissions, and whether such use is legally justified - issues currently being examined by courts worldwide.

Moreover, Project Genie is likely to face increased scrutiny from intellectual property owners. He noted that while fan-created images or memes are one thing, allowing users to generate entire playable worlds could potentially compete with official game products. He added that some AI tools have already introduced safeguards to prevent the generation of well-known IP and celebrities, and similar protections are likely to be added to Genie as it develops.

In an accompanying blog post, Google described Project Genie as an experimental research prototype and stressed that it is being developed responsibly with the goal of benefiting humanity. The company reiterated existing limitations, including reduced control over generated characters and environments that may not always behave realistically.

Google did not specify any current restrictions on the use of copyrighted material but said it hopes to eventually make the technology accessible to a wider audience, allowing users to create an infinite variety of virtual worlds.