In early 2022, Mismatch Media launched Nothing, Forever, the world’s first 24/7 generative AI sitcom, captivating millions and redefining what’s possible in digital media. This session will unpack the journey behind this groundbreaking project, exploring how generative AI can empower the gaming industry to create continuously evolving, player-driven experiences. We’ll break down the core concepts of generative AI, dispel myths, and show how AI tools like GPT-4o can be used to build dynamic game mechanics, persistent characters, and adaptive worlds that go beyond traditional storytelling. By leveraging insights from projects like Nothing, Forever, attendees will gain a blueprint for integrating AI into gaming projects and building resilient, scalable systems that push the boundaries of creativity while meeting the demands of real-time, live environments.