'We're not going to create an AI device that plays the game for you': Logitech G on AI taking over tech, 'it needs to make the product better'

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Protecting 'competitive integrity'

Logitech G
(Image credit: Future / Tom's Guide)

It's become very clear that AI has become the defining factor in this year's new wave of tech — whether you like it or not. Walking along the showfloor at CES 2026, it would be impressive to come across a device that wasn't somehow "AI-powered," even when, really, artificial intelligence has nothing to do with it.

We're now seeing AI in refrigerators, like Samsung's Bespoke AI fridge, and just recently, I tested the AI-powered Obsbot Tiny 3 webcam. These aren't necessarily devices that many have been begging to have AI baked into them, especially when we hear Samsung's smart fridges are showing ads. And, particularly for the latter, these products use more of a machine-learning system that's been in use for years before AI started to boom.

Is AI a plague on devices coming out today?

Logitech G

(Image credit: Future / Tom's Guide)

When I asked Pate whether we're seeing too many devices that use AI these days, he started off by stating: "That's a really, really big question." Rightfully so, as Logitech isn't opposed to using AI, but it's just how it would be implemented. More importantly, for its Pro series of peripherals made for esports, how to not disrupt competitive gameplay.

"Logitech, as a company, is very much looking at how to use AI and how to incorporate AI into, you know, both product development and into products themselves," Pate explains. "From the point of view of competitive integrity and esports specifically, I think we have to be very careful about how we use, potentially integrate and touch the Pro series with AI."

Pate continues: "We would never do it in a way that would compromise competitive integrity. We’re not going to create an AI device that plays the game for you, right? That’s absolutely outside the bounds of what using that type of technology would be applied to the Pro line."

We would never do it in a way that would compromise competitive integrity

Chris Pate, Logitech G Pro Series Product Manager

Essentially, there needs to be a reason behind using artificial intelligence in products, rather than having AI slapped onto the device just because it's trending. But I also asked Pate what AI in a Logitech G device would look like, which is hard to nail down, considering "competitive integrity" is on the line.

"As to how we might put AI specifically into a product, I think other companies have shown things. If you look at something like Nvidia Broadcast, that is using a GPU to massively improve the noise reduction and signal processing of microphones to the point where, in 2020, there was a video of a guy with a leaf blower talking into a microphone with it blowing into his face, and you could still hear him.

"I’m just speculating, but it could be things like that, right? Where you’re using it in a way that is not touching the competitive side. Beyond that, I can’t really speculate what we might do. First and foremost, it needs to make the product better. And it needs to make the product better in a way that doesn’t compromise competitive integrity."

Bringing meaning to an AI device

Logitech G Pro X2 Superstrike

(Image credit: Future / Tom's Guide)

With companies like Meta, Google, Apple and Samsung being a driving force to bringing AI onto devices, especially on wearables like smart glasses, it's only natural for other companies to follow suit and have AI baked into their upcoming products.

But, as Pate notes, it needs to make sense. If AI isn't making a device any better, or it takes away from the device's intended use (in this case, a gaming mouse for esports with AI would easily be intended as cheating), then it's clear companies are simply jumping on the AI bandwagon just to be in the loop.

For pro-level gaming, AI would be a tougher nut for Logitech G to crack, but it's not jumping at the chance to make sure AI is used just for the sake of it. Think of it like the banned Nike Vaporfly 4% or Puma Fast-RB Nitro Elite LD in World Athletics; if AI in an esports gaming mouse essentially plays the game for you, that's cheating, and no competitive player will want to pick one up if games effectively make it illegal.

In any case, in Pate's words, Logitech G will only use AI "to make the product better," and more companies should take heed.

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Darragh Murphy
Darragh Murphy
Computing Editor

Darragh is Tom’s Guide’s Computing Editor and is fascinated by all things bizarre in tech. His work can be seen in Laptop Mag, Mashable, Android Police, Shortlist Dubai, Proton, theBit.nz, ReviewsFire and more. When he's not checking out the latest devices and all things computing, he can be found going for dreaded long runs, watching terrible shark movies and trying to find time to game

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