Traditionally, in game development, the designer knows best. That is, the designer, an expert in creating fun experiences, has a vision that is brought to life. The player is taken on a ride. The player, however, derives intrinsic enjoyment from the ability to perform actions in the world. Presumably, greater intrinsic enjoyment is derived when the decisions are meaningful. This puts designer and player in conflict at times. Intelligent systems may be able to assume control for some -- or all -- of the player's experience by performing some of the tasks that the designer traditionally performs. If these tasks can be performed just-in-time, then the player's interests, desires, preferences, and abilities can be catered to. In theory, this can result in greater enjoyment. See also Control vs. enjoyment and Agency vs. illusion.

Interestingly, there are circumstances in which the conflict between author and player create interesting, pleasurable effects. For example, suspense can be created by an author who leads a reader/player to believe a certain unfavorable outcomes is likely.