Artificial intelligence has shifted from being a futuristic promise to becoming the current driving force in the video game industry. A new study by Google Cloud and The Harris Poll, presented at devcom developer conference 2025, confirms that nine out of ten developers already use AI in their workflows and that 97% believe this technology is transforming the sector.
The report, based on interviews with 615 developers from the United States, South Korea, Norway, Finland, and Sweden, offers a clear picture: AI is no longer an experiment in R&D labs but a tool that’s reshaping both how video games are made and the player experience.
A leap in speed and creativity
The most common use of AI is automating repetitive tasks. 95% of respondents say this technology reduces the workload of mechanical tasks, allowing more time for innovation. Immediate-impact areas include:
- Automated playtesting and balancing (47%)
- Real-time localization and translation (45%)
- Code and support script generation (44%)
But AI isn’t just speeding up processes. It’s also reshaping the creative phase of development: 36% of developers already use it in dynamic level design, advanced animation, and dialogue writing. This has opened doors to creating new game mechanics (93%) and even entire new genres (92%).
Jack Buser, global director of gaming at Google Cloud, was clear in his assessment:
“AI is no longer a futuristic concept for the gaming sector; it’s a reality that’s redefining how titles are created and played. We’re seeing games that feel more alive and NPCs that learn from players.”
More immersive experiences for players
Some studies are experimenting with NPCs that learn from player interactions and procedurally generated worlds that change each playthrough, multiplying narrative possibilities and replayability.
Additionally, AI agents are opening a new front. 44% of respondents report using them to optimize content, while 38% employ them for dynamically balancing game difficulty. Applications are also emerging in automatic world generation (37%) and moderating toxic online communities (37%).
Democratization, but with barriers
One of the most significant findings is AI’s potential to level the playing field between major studios and small developers. A 29% believe this technology will enable independent studios to compete with industry giants by reducing costs and speeding up processes.
However, notable obstacles remain:
- High integration costs (24%)
- Need for training or reskilling staff in AI (23%)
- Difficulties in measuring actual ROI of AI investments (22%)
There are also critical concerns around intellectual property and privacy: 63% of developers express uncertainty about authorship of AI-generated content, and 35% worry about protecting player data.
The start of a new tech bubble?
The rise of AI in gaming coincides with broader debates about the sustainability of massive AI investment. Developers confirm adoption is real, but also warn that current enthusiasm could inflate a new tech bubble, similar to data centers.
The industry is already experiencing increased costs for servers, GPUs, and storage needed to train increasingly complex models. Small and medium studios might fall behind if AI integration turns into an infrastructure spending race only large players can afford.
Some analysts warn that the democratization promised by AI could give way to power concentration in the hands of a few, where only financially strong giants can sustain large-scale AI investments.
Next steps: responsible integration
The report concludes that most developers are already charting clear strategies for responsible AI adoption. Common recommendations include:
- Running pilot projects before full deployment (40%)
- Aligning AI use with the studio’s creative vision (39%)
- Investing in training and reskilling teams (39%)
- Establishing clear metrics to measure success (38%)
The challenge now isn’t whether AI will be part of the future of gaming — that’s already settled — but how to balance innovation, costs, ethics, and creativity in a rapidly transforming industry.