Rather than trying to make machines reason using words, some actors are trying to teach algorithms to perceive, act and adapt. This is the so-called embodied AI approach. And it is in video games that she now finds her most fruitful field of experimentation.
General Intuitiona research laboratory distributed between New York and Genevaborn in 2025 from a spin-off of the Dutch video clipping giant medal aims to build fundamental AI models capable of extracting a form of human intuition from billions of video game sequences.
“This new front of AI requires large-scale interaction data, but this data is rare. Each video posted to Medal reflects a chain of events that players find unique.
General Intuition’s teams exploit the raw material of video games, with billions of clips recording successes, errors and explorations, from tens of thousands of different environments. Each clip is a sequence of contextualized actions where humans learn, fail, persist and succeed. These dynamics are so many micro-lessons on the way in which perception and decision are articulated.
Unlike textual models, which focus on predicting the next word, General Intuition’s agents only observe what a player would see through their camera. They evolve visually, through the commands of a controller, as a human would do, this embodied perception makes possible a natural transfer to physical systems such as robotic arms, drones or autonomous vehicles, often themselves controlled by game interfaces.
The company focuses on three areas of research: the development of agents capable of learning from unstructured videos, the creation of world models simulating dynamic environments, and video understanding applied beyond gaming. It plans to commercialize as soon as 2026 its first generative non-player characters (NPCs) and simulation tools. These systems aim for a higher level of adaptability than deterministic bots, capable of evolving based on human behavior rather than following fixed scripts.
General Intuition lifted 114 million euros during a tour seed led by Khosla Ventures And General Catalystwith the participation of Raine. Founded in 2025 by Pim de Witte and a team from medalthe company has offices in new York And Geneva. This funding is among the largest seed-stage funding raised in the AI sector in 2025 and will enable the company to increase its research and engineering capabilities in the field of embodied AI.
