Increase in the use of generative AI in games on Steam, reveals study

Generative artificial intelligence grows in the gaming sector

A survey from the site Totally Human reveals that the number of games on Steam using **generative artificial intelligence** (generative AI) increased by 800% in 2025. As of now, approximately 8,000 titles reported the use of this technology, while only 1,000 games made the same statement the previous year.

This means that one in five games released on Valve's platform utilized generative AI this year. These games represent 7% of the total titles available on Steam and 20% of all releases in 2025. It is worth noting that the disclosure of AI usage is voluntary, indicating that the actual number may be even higher.

How AI disclosure works on Steam

According to Valve's guidelines, developers must explain how AI is used within their games. This information is visible in a specific section called **"AI-Generated Content Disclosure"** on the game's page.

Various applications of generative AI in game development

The research from Totally Human shows that most of the application of generative AI is focused on **creating visual assets**, such as art, environments, and characters.

Additionally, the technology is also used in audio, text, code, marketing, and systems that detect offensive content or create elements on demand. Below are some areas of application:

1. Visual Asset Creation – Accounts for about 60% of the disclosures, involving characters, environments, 2D/3D models, textures, and more.
2. Audio Generation – Includes not only background music but also voice acting, narration, and character voices, using text-to-speech conversion tools like ElevenLabs.
3. Text and Narrative Generation – Developers are using Large Language Models (LLMs) to create everything from item descriptions to narrative arcs.
4. Marketing Materials – Used to compose game descriptions and promotional banners, which are related to visual asset generation.
5. Code/Game Logic – Assistance in code generation is also common.

Interest in generative AI declines among game studios

Currently, Steam does not have mechanisms to filter games that use AI, but the platform SteamDB has already implemented this function. Despite the notable increase in AI usage, a study by the Game Developers Conference (GDC) indicates that interest in adopting this technology has declined among studios in recent months.

The survey indicates that 52% of developers work at companies that use generative AI tools. However, only 9% expressed interest in continuing to use these tools, down from 15% the previous year.

Additionally, 27% of developers stated that their companies are not interested in using AI, an increase of 9% compared to 2024.

The role of AI in the future of work

In a discussion at Gamescom Latam, held in May in São Paulo, Nvidia made statements about the impact of AI on the job market. Alexandre Ziebert, technology marketing manager at Nvidia in Brazil, emphasized that "AI will not take your job, but those who know how to use AI will." This statement reflects the new dynamics of skills required in the sector.

As generative AI advances, the implications for game development and the workforce become increasingly evident. Professionals who manage to master this technology will be in a favorable market position, while the mere presence of AI may not necessarily indicate a threatening future for all jobs in the gaming industry.