At the devcom developer conference 2025 in Germany, Google Cloud released research showing that generative AI has become a central part of game development. The study conducted by The Harris Poll with 615 developers across the US, South Korea, Norway, Finland and Sweden found that 90% of developers are already using AI in their workflows and 97% believe it is transforming the industry.
Developers reported that AI is reducing repetitive tasks (95%) and helping in areas like playtesting, localization and code generation. Many are also applying AI to creative processes, with uses in level design, animation and dialogue writing. Around 89% said players now expect more dynamic experiences, including smarter nonplayer characters and adaptive game worlds.
The study also noted the rise of AI agents, with developers using them for gameplay balancing, procedural world generation and automated moderation. AI is also seen as a tool to support smaller studios by lowering barriers to entry, though challenges remain around integration costs, workforce training and intellectual property ownership.
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