Sega's new Sonic "Chaos Hunt" ARG seemingly contains hidden terms granting consent for AI model training

Sega has drawn criticism after players discovered that the terms of service for its new Sonic the Hedgehog alternate reality game include a clause permitting user data to be shared with third-party AI vendors for model training purposes.

The details:

• The "Chaos Hunt" ARG requires participants to check an agreement box that grants Sega permission to use their digital footprint, behavioural patterns, and registration details with unnamed third-party AI providers for machine learning purposes.
• The terms do include a "reasonable efforts" clause, stating Sega will use "reasonable efforts to prohibit [third-party] providers from using any of your personal information for the purposes of developing and improving their AI models." Critics have pointed out that "reasonable efforts" carries no binding legal weight, effectively leaving the door open for AI companies to ingest user data.
• The clause was not prominently surfaced to participants, being buried within the broader terms rather than clearly flagged at the point of sign-up.
• The discovery has added to wider debate around Sega's position on AI. Earlier in 2026, Sega stated it would pursue AI "only in appropriate use cases," and Sonic Frontiers director Morio Kishimoto previously signalled his opposition to AI being used in Sonic games specifically.