Game developer Ichiro Lambe’s latest research report published through Totally Human Media reveals explosive growth in generative AI (GenAI) usage on Steam platform in 2025, with 20% of newly released games incorporating GenAI technology—a staggering 681% increase from 2024. Currently, 7,818 games on Steam disclose using generative AI technology, representing 7% of the entire Steam library (approximately 114,000 games), marking AI technology’s deep integration across various game development aspects.
Explosive Growth in GenAI Game Numbers
Stunning Growth Data
2025 New Game GenAI Usage Rate
Among new games released on Steam platform in 2025, 1 in 5 uses generative AI technology, reaching 20%.
This figure reflects game developers’ increasing willingness to integrate AI tools into development workflows to improve efficiency, reduce costs, or create novel gaming experiences.
681% YoY Explosive Growth
Compared to 2024, the number of Steam games disclosing generative AI usage increased by 681%:
- End of 2024: Approximately 1,000 games disclosed GenAI usage
- End of 2025: 7,818 games disclose GenAI usage
This growth rate far exceeds industry expectations, indicating AI technology application in game development has transitioned from experimental phase to mainstream adoption.
7% of Total Steam Library
Steam platform currently hosts approximately 114,000 games, with 7,818 disclosing generative AI usage, representing 7%.
While 7% may seem modest, considering generative AI technology only matured and entered game development in recent years, this proportion is quite substantial.
Steam AI Disclosure Policy
Steam introduced “AI-Generated Content Disclosure” policy in 2024, requiring developers to indicate GenAI usage on game store pages.
Disclosure Requirements
Developers must check the following categories on game pages (if applicable):
- Pre-generated AI Content: AI-generated assets (images, audio, text, etc.) created during development and included directly in game
- Runtime AI Content: Game dynamically uses AI to generate content during execution
Policy Purpose
Steam’s AI disclosure policy aims to:
- Enhance player awareness, informing consumers whether games use AI technology
- Protect creator rights, preventing unauthorized AI training material infringement
- Establish industry standards, promoting responsible AI use in game development
Actual Implementation Status
Although Steam requires disclosure, practical enforcement involves gray areas:
- Some developers may choose not to disclose, avoiding player backlash
- Disclosure standards ambiguous, line between “AI-assisted” and “heavily AI-dependent” unclear
- Enforcement difficulties, Steam struggles to verify actual AI usage for every game
Therefore, the 7,818 disclosed AI games figure likely represents conservative estimate, with actual number of games using AI technology potentially higher.
GenAI Applications in Game Development
Totally Human Media’s report analyzes in detail how 7,818 games apply generative AI technology.
Visual Asset Generation (60%)
Primary AI Application Area
Report shows 60% of GenAI disclosures concentrated in visual asset generation, including:
- Character design: AI-generated NPC appearances, clothing, expressions
- Background scenes: Environment textures, buildings, natural landscapes
- Props and items: 2D/3D models of weapons, equipment, consumables
- Concept art: Visual exploration during early game development stages
Representative Tools
Commonly used AI image generation tools by game developers:
- Midjourney: High-quality concept art and character design
- Stable Diffusion: Open-source, customizable, suitable for game asset generation
- DALL-E 3: OpenAI’s image generation tool, excels in detail control
- Leonardo.ai: AI art tool optimized specifically for game development
Advantages and Controversies
Advantages:
- Dramatically shortens art asset production time
- Small indie teams can produce high-quality visuals
- Rapid design iteration
Controversies:
- Art style homogenization, lacking uniqueness
- Potential copyright infringement of original artists (AI training data source issues)
- Artist unemployment anxiety
Audio Generation
Music and Sound Effects
Generative AI applications in game audio include:
- Background Music: Using AI composition tools (like Suno AI, AIVA) to generate game soundtracks
- Environmental Audio: Generating footsteps, ambient noise, weapon sounds
- Voice Synthesis: AI voiceovers, particularly for secondary NPC dialogue
- Dynamic Music: Real-time music intensity and style adjustment based on game state
Representative Cases
Some games use AI-generated background music replacing traditional composition, claiming to save over 80% music production costs.
However, player acceptance of AI music is polarized, with some believing AI music lacks emotional depth and memorability.
Code and Game Logic Assistance
Development Tool Integration
Developers use AI for programming assistance:
- GitHub Copilot: Code auto-completion and suggestions
- ChatGPT / Claude: Explaining complex logic, debugging, code refactoring
- Cursor / Windsurf: AI-driven IDEs understanding project context to provide intelligent suggestions
Application Scenarios
- Rapid prototyping: AI generates basic game logic frameworks
- Debugging and optimization: Identifying performance bottlenecks and potential bugs
- Documentation generation: Automatically producing code comments and technical documentation
Lower Controversy
Compared to visual and audio generation, AI-assisted programming faces less controversy because:
- Code is inherently a logical tool, not involving artistic creation ethics
- Developers still need to understand and modify AI-generated code
- Improves efficiency rather than completely replacing programmers
Runtime AI Mechanics
AI Applications During Gameplay
Some games dynamically use generative AI during player gameplay:
Content Moderation
Using LLMs (Large Language Models) to detect and filter inappropriate player-created content in real-time:
- Chat message moderation, blocking hate speech, harassment
- UGC (User-Generated Content) review, like Minecraft-style game buildings
- Player reporting systems, AI-assisted manual moderation
Procedural Content Generation
Utilizing GenAI to generate content during game execution:
- 3D World Generation: Generating entire game levels or maps based on player prompts
- Quest Generation: Dynamically creating side quests, dialogues, story branches
- Enemy AI: Enemies real-time adjust tactics based on player behavior
Intelligent NPCs
NPCs using LLM-driven dialogue:
- Natural language interaction, players can communicate with NPCs via voice or text
- Dynamic responses, NPCs remember player behavior and adjust attitudes
- Context awareness, changing dialogue content based on game world state
Representative case: Ubisoft’s Teammates experiment (detailed later)
Notable GenAI Game Cases
Report specifically highlights games using GenAI with outstanding sales in past 12 months.
My Summer Car
Sales: 2.5 million copies
This Finnish indie car assembly simulation game uses AI to generate decorative paintings in protagonist’s house.
Developer stated using AI artwork saved substantial time, allowing focus on core game mechanics development.
Liar’s Bar
Multiplayer social deception game using AI to generate partial visual assets and sound effects.
Game unexpectedly went viral in 2025, becoming popular Twitch streaming game.
The Quinfall
Massive multiplayer online RPG using AI to assist generating vast open-world environments and NPC dialogue systems.
Development team of only 30 people, AI tools enabled them to create game world comparable in scale to AAA titles.
Inzoi
Korean-developed life simulation game (similar to The Sims) using AI to generate massive amounts of character clothing and furniture models.
Game gained tremendous popularity in Asian markets due to high-quality graphics and rich content.
Industry Reactions and Controversies
GenAI’s rapid proliferation in game development sparked intense industry debate.
Supporter Perspectives
Indie Developer Empowerment
Many small indie teams view AI technology as equalizing tool:
- Solo or small teams can create visually stunning games
- Dramatically reduces development costs, particularly art and audio outsourcing fees
- Accelerates development iteration, shortening concept-to-product time by over 50%
Innovative Game Mechanics
AI technology opens new gaming experiences:
- Infinite procedural content generation, games never repeat
- Truly intelligent NPCs, breaking traditional script limitations
- Player-customized content, creating game elements using natural language
Industry Efficiency Improvement
Large studios believe AI enhances overall industry efficiency:
- Reduces repetitive labor, letting creative talent focus on core design
- Rapid prototyping development, lowering trial-and-error costs
- Multilingual localization, AI translation accelerates global releases
Opposition Perspectives
Creative Worker Unemployment Crisis
Game industry creative professionals worry about job loss:
- Reduced 2D/3D artist positions, declining outsourcing demand
- Music composers, sound designers replaced by AI
- Entry-level creative positions disappearing, newcomers struggling to enter field
Product Quality and Originality
Players and critics criticize AI game quality issues:
- Severe Homogenization: AI-generated visuals, music styles similar, lacking unique aesthetics
- Detail Defects: AI-generated assets often have obvious flaws (like distorted fingers, perspective errors)
- Weak Emotional Connection: AI creations lack emotional expression and cultural depth of human artists
Ethical and Copyright Controversies
AI training data sources raise ethical controversies:
- Many AI models trained using unauthorized artworks
- Artists believe AI “steals” their styles and creativity
- Legal gray areas, AI-generated content copyright ownership unclear
Player Boycott Movements
Some player communities initiated boycotts of AI-using games:
- Steam review section negative review bombing GenAI games
- Reddit, Discord communities establishing “AI-Free Game Lists”
- Demanding developers pledge not to use AI technology
Steam Community Reactions
Steam platform player attitudes toward GenAI games are complex and polarized.
Negative Reactions
Review Section Negative Reviews
Many games disclosing AI usage face negative reviews in Steam review sections:
- Player comments “AI garbage, won’t support”
- Criticizing games as “lazy,” “insincere”
- Calling for refunds and boycotts
Particularly Targeting Asset Flip Games
“Asset Flip” games refer to low-quality games assembled using ready-made assets.
Players worry GenAI lowers asset flip barriers, causing Steam to flood with inferior games:
- AI tools allow zero-skill background individuals to “make” games
- Publishing massive low-quality AI games in short time to scam sales
- Drowning genuinely developed quality works
Neutral and Supportive Voices
Rational Discussion
Some players adopt more rational attitudes:
- “What matters is whether game is fun, not what tools were used for development”
- “AI is just a tool, key lies in how developers use it”
- “Small indie teams using AI well to create good games deserve support”
Price-Sensitive Players
Some players believe AI games lowering prices is beneficial:
- If AI games priced lower, can accept quality reduction
- Focus on value for money, not creation methods
Technology Enthusiasts
Players interested in AI technology actively experience GenAI games:
- Want to understand what AI can achieve in games
- Anticipate AI-driven novel game mechanics
- Support technological innovation and experimental works
Future Trend Predictions
According to report and industry observations, GenAI application in game development will continue rapid growth.
Short-Term Trends (2026-2027)
Usage Rate Continues Rising
Predict 2026 Steam new games GenAI usage rate will reach 30-40%:
- AI tools becoming increasingly user-friendly and powerful
- Development cost pressures drive more studios to adopt AI
- Player acceptance gradually improves over time
Quality Improvement
AI-generated content quality will significantly enhance:
- Model training improvements reducing obvious defects
- AI tools optimized specifically for games emerge
- Developers learn to better integrate AI with manual creation
Policies and Standards
Industry establishes clearer AI usage norms:
- Platforms like Steam refine AI disclosure standards
- Game industry associations formulate GenAI usage ethical guidelines
- Copyright law gradually clarifies legal status of AI-generated content
Medium-Long Term Trends (2028-2030)
AI Becomes Standard Tool
Generative AI will become standard game development tool like Photoshop, Unity engine:
- Nearly all studios use AI to some extent
- Controversy focus shifts from “whether to use AI” to “how to use AI responsibly”
- Line between AI-assisted vs AI-generated clearer
Novel Game Categories
Completely AI technology-based new game genres emerge:
- Infinite Generated Worlds: Each playthrough unique experience, no fixed script
- AI Director Games: AI dynamically orchestrates plot and events based on player behavior
- Personalized Games: Game content customized for each player’s preferences and skills
AI NPC Revolution
NPCs evolve from scripted characters to true “intelligent entities”:
- Natural language dialogue becomes standard
- NPCs possess memory, emotions, personality
- Players establish genuine social relationships with NPCs
Human-AI Collaborative Creation
Game development enters new model of human-AI collaboration:
- AI handles repetitive, technical tasks
- Humans focus on creative direction, narrative, core game design
- New positions emerge: AI prompt engineers, AI asset supervisors
How Developers Respond
Facing GenAI wave, game developers adopt different strategies.
Embrace Faction
Actively Integrate AI
Many indie developers and small-medium studios actively embrace AI:
- Learning AI tool operation, improving personal efficiency
- Establishing AI-assisted development workflows
- Openly discussing AI usage experiences, sharing best practices
Transparent Communication
Smart developers choose transparent communication strategies:
- Proactively disclose AI usage, rather than waiting for players to discover
- Explain why using AI, how ensuring quality
- Emphasize AI assists rather than replaces manual creation
- Showcase synergy between manual creation and AI assistance
Resistance Faction
Pledge Not to Use AI
Some developers and studios publicly pledge complete avoidance of generative AI:
- Promoting “100% human-created” in game marketing
- Attracting anti-AI player communities
- Emphasizing artistry and originality
Human Creation Value
These developers emphasize:
- Games are artistic creations, not just commodities
- Human creativity cannot be replaced by AI
- Players can feel “soul” of manual creation
Balance Faction
Selective AI Usage
Most pragmatic developers adopt balanced strategies:
- Using AI in appropriate areas (like concept art, placeholder assets)
- Core creative content still manually completed
- AI-generated materials undergo manual modification and refinement
- Flexibly adjusting AI usage based on project budget and timeline
Advice for Players
As players, how to view and choose GenAI games?
Rational Assessment
Focus on Game Quality Itself
- Whether game is fun, interesting, worth the price matters more than development tools
- Well-executed AI games deserve support
Understand AI Usage Extent
- Auxiliary AI usage (like concept art, programming assistance) vs heavily reliant on AI generation
- Check Steam AI disclosure tags to understand specific situations
- Read developer statements and community discussions
Vote with Purchases
Support Works Aligning with Values
- If valuing manual creation, choose games pledging AI avoidance
- If caring about innovation, try AI-driven experimental works
- If emphasizing value, evaluate whether AI games offer good value
Provide Constructive Feedback
- Specifically express views on AI usage in reviews
- Offer improvement suggestions rather than mere negative reviews
- Encourage developers to communicate transparently
Maintain Open Mindset
Technological Progress Is Irreversible
- GenAI has become game development reality, resistance cannot change trends
- Focus on how AI technology benefits players and creators
- Participate in industry discussions, promoting responsible AI use
Conclusion
Steam platform 2025 GenAI game explosion to 7,818 titles, new game usage rate reaching 20%, marks game industry entering AI era turning point.
This isn’t simple technological change, but comprehensive reconstruction of game development models, industry economics, creator ecosystems, and player experiences.
Opportunities and Challenges Coexist
AI technology empowers indie developers, lowering development barriers, potentially catalyzing more innovative games. But simultaneously threatens creative workers’ livelihoods, raising ethical and quality controversies.
Future Belongs to Human-AI Collaboration
Most likely future isn’t AI completely replacing humans, nor industry completely resisting AI, but finding optimal balance between human creativity and AI efficiency.
Player Choices Shape Industry
Ultimately, market will decide GenAI games’ fate. Players vote with wallets, supporting whichever development model, industry will develop in that direction.
2026, will GenAI game numbers continue growing? Can quality keep pace with quantity? Will player acceptance increase or rebound? These questions’ answers will gradually unfold in next 12 months.
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