Generative AI Usage in Steam Games Skyrockets: 1 in 5 New Releases Utilize AI Technology

3 Sources

A recent study reveals a dramatic 681% increase in Steam games using generative AI, with 20% of 2025 releases incorporating the technology. This trend raises questions about game development practices and consumer reactions.

Dramatic Rise in Generative AI Usage on Steam

A recent study by game developer Ichiro Lambe has revealed a staggering 681% increase in the number of Steam games disclosing the use of generative AI technology over the past year. As of 2025, approximately 7,818 titles on the platform now incorporate some form of generative AI, representing 7% of the entire Steam library 1.

Source: Tom's Hardware

Source: Tom's Hardware

One in Five New Releases Utilize AI

Perhaps more striking is the fact that one in five (20%) of all games released on Steam in 2025 feature generative AI in some capacity. This exponential growth indicates a significant shift in game development practices and raises questions about the future of the industry 2.

Applications of Generative AI in Game Development

The study provides insights into how developers are utilizing AI technology:

  1. Visual Asset Generation: Approximately 60% of AI disclosures mention using AI for creating characters, backgrounds, models, and textures.
  2. Audio Generation: AI is being employed to produce background music, voice-overs, and even character voices using text-to-speech tools.
  3. Text and Narrative Creation: Developers are leveraging large language models (LLMs) to generate item descriptions and entire story arcs.
  4. Marketing and Promotional Materials: AI is being used to create game descriptions and promotional imagery for Steam storefronts.
  5. Code Generation: There is significant use of AI for coding assistance.

Real-Time AI Applications

Interestingly, the study also notes an increase in "live-generated" AI content, where games use AI during runtime. Examples include:

  • Flagging offensive material created by players
  • Generating 3D worlds based on player prompts
  • Making real-time game mechanics decisions

Consumer Reactions and Developer Strategies

Source: Mashable

Source: Mashable

The response to AI integration in games has been mixed. While some games leading with AI in their advertising have received positive reviews, there is also a growing trend of consumer wariness 3.

Many Steam users express skepticism towards AI-generated content, with some stating they automatically ignore games that disclose AI usage. In response, developers are increasingly using careful language to disclose AI use, often adopting a defensive tone while trying to reassure potential customers.

Notable Examples and Industry Impact

The most popular game disclosing generative AI usage is "My Summer Car," which has sold 2.5 million copies. The game uses AI-generated paintings as part of its in-game environment, highlighting the varied applications of this technology across different titles 2.

Some games are finding more accepted uses for AI, such as "Comedy Night," which employs AI to detect and flag offensive content uploaded by users 3.

Future Implications and Concerns

Source: gamesradar

Source: gamesradar

The rapid adoption of generative AI in game development raises several questions about the future of the industry. Concerns include the potential for low-quality, AI-generated "slop" flooding digital storefronts, the impact on human artists and developers, and the need for more robust disclosure and quality control measures.

As the technology continues to evolve, the gaming industry will need to grapple with balancing innovation and efficiency against maintaining game quality and preserving the human element in game creation.

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