In recent decades, artificial intelligence (AI) has been a fundamental tool in the development of video games, but its use has evolved significantly. In its early days, AI was used relatively simply, mainly to create more realistic behaviors in enemies or non-playable characters (NPCs), such as detecting player movements or simulating repetitive behaviors, like patrolling an area.
This traditional AI allowed virtual worlds to be more interactive and dynamic, but always with limitations in terms of creativity and flexibility. Developers had to manually adjust AI parameters so that characters or enemies reacted logically, and although advances in this field were remarkable, the creation of original or innovative content still heavily relied on manual work and human intervention.
However, in recent years, a new wave of AI, much more advanced and powerful, has emerged: generative AI. Unlike its predecessors, which were limited to making decisions based on predefined rules, generative AI can autonomously create content such as graphics, music, narratives, dialogues, and even gameplay mechanics. This generative AI technology allows video game developers to generate materials dynamically and personally, reducing production times and offering new creative possibilities that were previously out of reach.
This change has not only affected large development studios, but it has also had a significant impact on independent studios, which can now use generative AI to create high-quality titles without the need for large work teams. A clear example of this transformation can be seen on Steam, the most popular digital video game platform, where in 2025, the use of this technology saw a spectacular rise, reflecting how generative AI is changing the way video games are produced and experienced today.
The Rise of Generative AI on Steam
In recent years, Steam has consolidated itself as the primary platform for independent developers, and the adoption of generative AI has been one of the largest structural changes within the digital store. According to data from SteamDB, in 2023, there were fewer than 400 games claiming to use generative AI. However, in 2024 and 2025, this figure of generative AI use has seen an unprecedented increase.
Between 2024 and 2025 alone, 5,525 games and expansions have been launched that have used generative AI in some way. As of July 17, 2025, 2,938 games and DLCs launched that year already incorporated generative AI, which represents approximately 19.7% of new releases. This means that, on average, nearly 14 games per day on Steam are using some form of generative AI.
The most surprising thing is that this generative AI phenomenon is not limited to large and well-known studios. Independent developers, who have traditionally had fewer resources to create high-quality content, are leveraging generative AI tools to reduce costs and accelerate their creative process. This has allowed a large number of titles on Steam to include AI-generated elements, from the creation of 3D models to the composition of original music.
The Proportion of Games Using Generative AI on Steam
Today, Steam has nearly 8,000 games that include some AI-generated component. This figure represents about 7% of the entire catalog of the platform, which has over 140,000 active titles. In addition, it is important to highlight that more than 60,000 expansions are also taking advantage of generative AI to enrich their content. The trend is clear: AI is increasingly being integrated into the video game development process.
In terms of releases, Steam has experienced an average of 62 new games daily in 2025, and nearly 20% of those games include some form of generative AI. In total, in the first six months of 2025, 2,439 games using generative AI have been launched, a significant increase compared to the data from 2024. This highlights how this technology is becoming a standard tool in the video game industry, not only in AAA games but also in indie titles, which are increasingly benefiting from the capabilities of AI.
How is AI Used in Video Games?
Generative AI is not just a tool to improve the player experience; it is also transforming all aspects of video game development. From the creation of visual assets to music, narrative, and even marketing, generative AI is being employed at various stages of the creative process. Below, we explore the most common applications of generative AI in the video game industry.
1. Creation of Visual Assets: The Role of Generative AI in Game Aesthetics
One of the fields where generative AI is having the most noticeable impact is in the creation of visual assets. Developers can now use generative AI to generate 3D models, textures, environments, and even concept art without the need for an artist to handle every detail manually. This is especially beneficial for smaller studios or independent developers who often lack the staff required to create visual content traditionally.
The creation of characters, enemies, or even level backgrounds can be largely automated, allowing studios to speed up production and focus on other more creative aspects. An example of this can be seen in some visual novel games, where generative AI is capable of generating images, scripts, and basic gameplay mechanics, all from an initial dataset. The generative AI's ability to produce high-quality visual content is democratizing access to tools that were previously only available to large studios.
2. Audio Generation: Realistic Music and Sounds
Sound is another aspect of video game development where generative AI is leaving a deep mark. AI-generated music, synthetic voices for characters, and sound effects are just some examples of how generative AI can enrich the atmosphere of a game. Audio generation allows developers to create a dynamic sound experience that responds to the player's actions or in-game events, without the need for a composer or a traditional recording studio.
For example, in the game Liar’s Bar, the AI-generated audio not only complements the experience but also interacts smoothly with the gameplay. This type of technology can generate music that adapts to the game’s context, providing a personalized soundtrack for each moment. Additionally, the voices of non-playable characters (NPCs) can be generated by generative AI, allowing developers to offer a greater number of interactions at a much lower cost than conventional recording.
3. Narrative and Dialogue Building: New Ways to Tell Stories
Generative AI for narrative and dialogue generation is another area where this technology is showing its true potential. Developers can use generative AI to write complex dialogues, create branching stories, or even generate detailed descriptions of in-game objects or elements. Generative AI can also handle secondary quests and random events, making the game world feel more alive and dynamic.
In visual novels or role-playing games, generative AI can be used to create full scripts that adapt to the player’s decisions. This means that players can experience unique stories based on their choices, without developers needing to write every line of dialogue manually. This ability to infinitely customize the narrative experience opens up a wide range of creative possibilities for game designers.
4. Marketing and Promotional Material: Generative AI for Promotion
Another interesting aspect of generative AI in video games is its application in marketing. Developers can now use generative AI to create promotional materials, such as banners, game descriptions, and even video ads. This allows independent studios to compete on equal footing with large developers, who often have full marketing teams.
Some generative AI tools are capable of analyzing data on user behavior and creating ads that match their preferences. This can improve the effectiveness of advertising campaigns, as the ads become more relevant to players. Additionally, developers can also use generative AI to create visually appealing content for their games without having to rely on artists or graphic designers.
5. Technical Development Support: Enhancing Gameplay and Code
Generative AI is also being used to improve the technical side of video games. Some generative AI tools can automatically generate code, making it easier to implement new gameplay mechanics or optimize existing ones. This is especially useful in games that require a large number of adjustments and modifications during the development process.
In some cases, generative AI is used to adjust the game's difficulty based on the player's behavior, creating a more dynamic and adaptive experience. Games like inZOI are taking generative AI to its fullest extent, as they not only use generative AI for visual and audio content but also to make real-time mechanical decisions based on how the player interacts with the game.
How to Identify Games Using Generative AI?
With the rise of generative AI in video games, one of the most common questions is how to identify which games are using this technology. While Valve, the company behind Steam, requires developers to disclose the use of generative AI in their games, accessing this information is still not fully transparent for users.
To help identify games with generative AI, platforms like SteamDB have added specific filters that allow players to search for and select games using this technology. However, despite efforts to improve transparency, many players are still requesting that Valve implement a native filter on the Steam store to search for or exclude games that use generative AI.
The Impact of Generative AI: A Threat or an Opportunity?
The use of generative AI in video games has sparked a significant debate within the gaming community. While some celebrate the technological advancements enabled by generative AI, others are skeptical, fearing that this tool will ultimately replace human developers. Titles like Jurassic World Evolution 3 and Everybody’s Golf: Hot Shots have been at the center of controversy, as it was discovered that they employ generative AI, even though they did not initially disclose it.
On the other hand, some large studios like King (creators of Candy Crush) are using generative AI to cut costs, leading to massive layoffs within their development teams. This has raised concerns about potential job loss and the decline in game quality, as machines might replace human creatives in several stages of the process.
The Future of Generative AI in Video Games
Despite the ethical and labor challenges posed by the use of generative AI, it is undeniable that this technology is here to stay. In the coming years, it is likely that more studios will adopt these tools to improve the efficiency of their development processes and offer more dynamic experiences to players. Generative AI is also opening new doors for creativity, allowing developers to experiment with innovative ideas that previously would not have been possible.
Generative AI is marking a significant turning point in the video game industry, offering unprecedented opportunities for the creation of more complex and richly detailed worlds, which could transform the way players interact with titles. This generative AI technology not only optimizes production but also opens a broad range of creative possibilities, enabling virtual worlds to be more dynamic and adaptive.
With the ability to generate content in real-time, generative AI can make gaming experiences unique and highly personalized, enriching both narrative and gameplay in ways never before seen. Developers can focus on the deeper aspects of creation, while generative AI handles repetitive or high-volume tasks, which could accelerate innovation within the industry.
However, as this technology advances, several challenges arise that must be addressed responsibly. The integration of generative AI in the development process could alter the labor landscape of the sector, especially if there is excessive reliance on these tools at the expense of creative workers. It is crucial that the industry handles this shift in a balanced way, promoting the ethical use of AI that does not replace professionals, but rather complements and enhances their capabilities.
Moreover, transparency in the use of generative AI and respect for intellectual property and human creativity will be key factors to ensure that the future of video games is based on collaboration between technology and human creators, rather than the replacement of the latter.
How these challenges are managed will determine whether generative AI becomes a tool that propels the industry to new creative frontiers or a threat to the balance and sustainability of the sector. If you'd like to learn more about the current uses of generative AI and how to integrate this technology into your operations, write to us at [email protected]. We have a team of experts ready to advise you on the latest technological developments.
EN 
ES