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Now you can add the human touch to characters in your games so that players feel a deeper and more satisfying experience.

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Feed players’ appetites for deep, believable engagement with uniquely satisfying personalities and rich experiences like they’ve never had before.

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Write the stories that you’ve always wanted to tell with the characters you’ve always wanted to create. Unleash your creativity without worrying about the technology.

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How do you make online chat safer and an environment where people of all ages, genders and races can interact and feel secure? Ally is a set of tools that enables players to enjoy games without fear.

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We make digital interactions feel more human using the transformative power of artificial intelligence.

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Building Character

Character Engine

The Spirit AI Character Engine is an intelligent tool and platform for game developers.

Our products

  • Character Engine
  • Ally
  • Coach
  • Director
  • Observer

Spirit AI Character Engine

The Spirit AI Character Engine features dynamic tools that integrate smoothly into your workflow, whatever technology you’re using. And we can adjust our pricing models to suit the size and shape of your company.


Create real conversations between players and non-player characters. Players can communicate naturally through speech or text, while characters can understand and communicate back.


Build characters with an in-depth knowledge of the game, who can pull in data from the real world if required. Now they can learn and reason about what you teach them, and form dynamic responses based on the information they have.


Let personality shine through by using our engine to create beings with their own distinct reactions to players’ inputs. Define your own personality parameters and how they change the way a character speaks, reacts, and thinks.

Spirit AI Ally

Create an online chat environment where everyone feels secure. Ally is a set of protection tools that enables players of any age, gender or race to enjoy your games without fear.


Safeguard the in-game community against abusive behaviour, grooming and other criminal activity.


Attract groups of players who previously would have felt threatened by online abuse – by removing the behaviour and making the game a fun and safe place to play.


Build trust in the game with real-time monitoring – so issues can be triaged and, if necessary dealt with, as soon as they come up.

Spirit AI Coach

Offer your players intelligent and dynamic coaching in-game. Coach is a set of personalised training tools for players that integrates easily with your existing tools and workflow.


Help players enjoy their experience faster with interactive tutorials that can assess player actions and provide tailored feedback or answer questions.

In-game coach

Give suggestions for improvement in real time based on actual game play with a coach who can learn the gamers’ style of play, their strengths and weaknesses.

Spirit AI Director

Enable your games to adapt dynamically to each player. Director is a set of tools that harnesses the power of AI to enhance the game experience to suit each player.

Theatrical management

Create different experiences of the game in real time with a wide suite of controls that can manipulate game play, the game environment, atmosphere, game pace and direction.

Dynamic change

Let the game adapt to each player’s interest – increasing or decreasing the plot role for non-player characters in response.

Adaptive storytelling

Satisfy the needs of different players with one game – with adaptive storytelling that tracks what each player has encountered, and brings in new information or scenes, depending on what the player knows so far.

Spirit AI Observer

Optimise the game experience and define retention strategies for games with powerful data and analytics about how players are playing your games. Observer allows you to integrate a set of tools into your existing workflow to harness the insights available.

Mine the information

Analyse gameplay to identify gamer hotspots in MMOs and adapt the map and gameplay to address the insights you gain.

Retain gamers

Model the data to define retention and growth strategies for existing gamers with in-game purchases.

About us

We breathe life into digital interactions using the transformative power of artificial intelligence.

Our talent

The team behind Spirit AI

Steve Andre CEO

The driving force behind Spirit, Steve sets business strategy, oversees execution and loves to work closely with our clients. He has 25 years experience in the technology industry – across the US, Europe and Asia with IBM and Accenture.

Jon Green COO / CFO

A commercial leader, Jon ensures our finances and operations remain on track. He has 30 years’ experience in consulting, technology and finance. His previous roles include Vice President CSC UK, Fujitsu Services UK Sales Director, IBM Europe BPO Executive, PwC Consulting Partner, and Price Waterhouse ICAEW.

Dr Mitu Khandaker-Kokoris CCO

A critically-acclaimed game developer, Mitu brings her creative and technical expertise to the Spirit team. Her PhD looked at how VR changes our relationship with game characters. She is an Assistant Arts Professor of Game Design at NYU and a BAFTA Breakthrough Brit.

Kevin Denyer Lead Architect

A Chartered Engineer with over 30 years experience in software development and enterprise architecture, Kevin is a trusted advisor to multiple global organisations and brings expertise in systems design, architectural thinking, data science, and AI.

Ralph Varcoe Sales and Marketing Director

With over 20 years building and managing sales and marketing teams across software, telecoms and IT services, Ralph leads the development and implementation of all our sales and marketing activities. He has previously held positions at Orange, CenturyLink, and Tata Communications, as well as several startups.

Harry Riley Business Manager

Harry joined Spirit AI after a career in management consultancy, focusing on technology-driven project management for large multi-nationals. He is also skilled and experienced in operations and back-office deployment for startups within multiple industries.

Emily Short Character Engine Product Manager

A well-known, leading voice in the Interactive Fiction community, Emily has released over two dozen solo games, as well as contributing to indie games such as Sunless Sea and doing R&D work for Telltale Games and others.

Aaron Reed AI Specialist

An interactive narrative researcher, writer, and award-winning game designer, Aaron helps bring our AI to life His work has been featured at IndieCade, GDC, SXSW Slamdance, PAX, & GaymerX. His PhD research at UC Santa Cruz studied new ways of making stories meaningfully interactive.

Alan Hinchcliffe Senior Engineer

A game developer with over 16 years experience in multi-platform software development. Alan brings extensive experience creating solutions in many areas including AI, networking, computer vision, rendering, and user interfaces.

James Ryan AI Specialist

A researcher in expressive dialogue systems, social simulation, and emergent narrative, James helps bring our AI to life. He is finishing up his PhD at the Expressive Intelligence Studio at UC Santa Cruz. His creative output includes Bad News, an AI-driven immersive-theatre experience and IndieCade selection.

Toby Nelson AI Specialist Programmer

A veteran of the games industry, with over 15 years of games development experience across all major platforms. Formerly a Technical Director at Electronic Arts, working on multiple AAA titles including the Burnout and Need for Speed franchises.

Dr Julian Togelius Advisor

A leader in research on artificial intelligence in games, Julian has invented influential methods for procedural content generation, player modeling and learning game agents. He is currently an Associate Professor at NYU, where he co-directs the Game Innovation Lab.

Shai Vyakarnam Advisor

Mentor and advisor to dozens of early stage technology companies each year. Is addicted to science and technology based entrepreneurship. Director of Bettany Centre for Entrepreneurship at Cranfield School of Management.

Dr Richard Wilson Advisor

CEO of TIGA, the network for game developers & publishers, and trade association representing the games industry. Under Richard’s leadership TIGA has aided in dramatically raising the profile of the industry in media and political circles.

Contact us

Find out more about us, our products and our thinking.

Be the first to know...

We make digital interactions feel more human using the transformative power of artificial intelligence.

Sign up now for in-depth access to our thinking, latest developments and to trial our newest products.