American-Singaporean consumer electronics and gaming hardware maker Razer Inc. has entered the artificial intelligence market with the reveal of Project Ava, an AI-powered gaming assistant designed to enhance player performance by providing real-time strategic advice and post-match coaching.

Project Ava works by analyzing game data during gameplay and offers immediate tips such as anticipating enemy attacks or suggesting optimal in-game actions. After matches, the AI delivers feedback, including replays and performance evaluations, to help players improve their skills.

“From pro esports coach to omnipotent game guide to hardware optimization expert, say hello to the smartest gaming companion ever created,” the Project Ava page reads. “Developed for gamers, by gamers, get real-time expert advice that improves your play with Project AVA, your dedicated AI gamer copilot.”

In a demo video, the AI states, “From real-time esports coaching to post-march evaluations, I learn from the best so you can play smarter in any game, offering expert advice.”

In another video, Razer shows Ava running through “Black Myth: Wukong,” giving advice and tips on what the player should be doing while playing, including attacks to dodge and what else to do within the game.

Under the hood, Project Ava was built on Meta Platform’s Inc. open-source Llama large language model, with Razer then training the AI on individual games. According to Digital Trends, Razer says that similarities between genres may allow knowledge of one game to carry over to another.

On the one hand, Project Ava could make gaming more accessible and enjoyable. But it has also sparked discussions about the ethical implications of using AI in gaming. Concerns include the potential disruption of gameplay with real-time advice and the fairness of employing AI-generated strategies. Questions have also been raised about the compensation and credit for content creators whose guides may have been used to train the AI.

Project Ava is a concept so far and Razer has not indicated when or if it may be released to the general public. But as 2025 progresses, the idea behind Project Ava — the ability to not only view live content but provide advice and feedback — is a feature of AI expected to boom this year, particularly through AI agents.

Andy Thurai, vice president and principal analyst of Constellation Research Inc., told theCUBE, SiliconANGLE Media Inc.’s livestreaming studio, in October that AI agents, particularly for automation, are set to reshape enterprise efficiency and decision-making.

Image: Razer/YouTube