Most game developers now using AI in their workflows, Google Cloud study finds

From playtesting and localisation to dialogue writing and nonplayer characters, new Google Cloud research reveals how generative AI is transforming game development

Nine in ten game developers are already using artificial intelligence in their workflows, according to new research from Google Cloud presented at the devcom developer conference in Cologne. 

The study, conducted by The Harris Poll, found that 97 per cent of respondents believe generative AI is reshaping the industry.

The survey of 615 developers across the United States, South Korea, Finland, Norway and Sweden highlights a sector-wide shift in how games are built and played. 

Rising development costs, market saturation and players returning to older titles have intensified the need for innovation, with AI seen as a tool to accelerate processes and enrich player experiences.

Generative AI is now being applied to automate repetitive tasks, explore new gameplay mechanics and develop entirely new genres. 

Google Cloud said the findings point to a transformation of both creativity and efficiency in the development process.

“The survey results underscore a clear message: AI is no longer a futuristic concept for the games industry – it’s a present-day reality that’s driving innovation and changing the very nature of how games are made and played,” Jack Buser, global director for Games at Google Cloud, said. “From creating more responsive and immersive player experiences, to accelerating development cycles, generative AI is empowering developers to push creative boundaries and build the next generation of games.”

The study found 95 per cent of developers believe AI is reducing repetitive work, with nearly half citing benefits in playtesting, balancing, localisation and scripting. Thirty-six per cent reported using it directly for level design, animation or dialogue writing, while 37 per cent said it was helping them experiment with new narrative and gameplay concepts.

Developers also reported seeing changing expectations from players: 89 per cent said audiences are demanding smarter, more adaptive nonplayer characters and more dynamic game worlds. Almost a quarter said they are already using AI to enable NPCs that can learn and adapt.

The research suggests the rise of AI agents is beginning to reshape design. Forty-four per cent of developers deploying such systems are using them for content optimisation, while others are applying them to procedural world generation, automated moderation, or dynamic balancing of gameplay.

For independent studios, AI is seen as a potential leveller, with nearly a third of respondents saying it could narrow the gap with larger publishers. But concerns remain over the costs of implementation, the need to retrain staff, and uncertainties around ownership of AI-generated content and data privacy.

Respondents emphasised the importance of careful adoption: 40 per cent recommended piloting projects on a small scale before rollout, while others pointed to aligning AI use with creative vision and establishing clear evaluation criteria.

The survey was conducted online between 20 June and 9 July 2025.

READ MORE: Find out more about how AI is transforming the gaming sector from our Gaming and Technology Correspondent, Aleksey Savchenko, in Why Europe’s gaming giants face a strategic reckoning 

Main image: Jaroslav Nymburský/Pexels