How could we enforce real AI in gaming - using Amazon as trailblazer?

I think there's potential for it in making better 'bots', i.e. fake human players. But bots these days can already be pretty decent. For NPCs, you'll always want their behaviour to be fun for the player, which generally isn't the same as realistic.

It'll be interesting to see how a machine-learned AI player plays a game, though. I expect they'll find new techniques, which human players will them start trying to copy.

You do get insane behaviour from this approach. I remember reading about a game-learning AI who's goal was to evolve towards something that survived longer than older versions. One approach it learned to overwhelm the controls, causing the game to hang and the time-to-death to become massive. Creative solutions :D