How Spirit AI uses artificial intelligence to level up game communities

Posted byby Dean Takahashi
June 17, 2018
Updated June 17, 2025
12 min

Spirit AI is using artificial intelligence to combat toxic behavior in game communities. The London company has created its Ally social intelligence tool to decipher online conversations and monitor whether cyberbullying is taking place.

It is the brainchild of researchers at New York University, according to Mitu Khandaker, creative partnerships director at Spirit AI and an assistant arts professor at the NYU game center. The company uses AI, natural language understanding, and machine learning to help data science and customer service teams to understand the general tenor of an online community. It also helps predict problems before they escalate.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.