How Developers Are Using Generative AI to Create a New Generation of Games
This research, conducted by Google Cloud and The Harris Poll in mid-2025, examines the transformative role of generative AI within the global games industry. Based on a survey of 615 developers across the United States, South Korea, Norway, Finland, and Sweden, the study finds that 97% of professionals believe generative AI is actively reshaping the sector. The primary thesis suggests that while the industry faces rising development costs and market saturation, AI serves as a critical tool for innovation, democratization, and operational efficiency.
Key findings indicate that 90% of developers have already integrated AI into their workflows, primarily to automate repetitive tasks and accelerate playtesting, localization, and coding. A significant trend is the rise of AI agents—autonomous systems capable of reasoning and planning—which 44% of respondents use for content optimization and 34% for advanced NPC behavior. These technologies are shifting player expectations, with 89% of developers noting that gamers now demand more lifelike, responsive, and personalized experiences. Furthermore, 94% of developers anticipate that AI will lead to long-term reductions in development costs over the next three years.
Despite this optimism, the industry faces notable hurdles regarding legal and ethical standards. Approximately 63% of developers expressed concerns over data ownership and intellectual property, while 35% cited worries regarding player data privacy. To navigate these challenges, the study recommends that studios start with small-scale pilots, align AI use with their core creative visions, and invest in staff upskilling. Ultimately, the data portrays AI not just as a productivity booster, but as a fundamental shift in game design that enables smaller studios to compete more effectively while fostering new levels of player immersion.
