More than half of game companies surveyed in 2025 have implemented generative AI, according to the GDC State of the Game Industry survey. The survey, which included over 3,000 developers, also found that 36% of developers personally used generative AI.
Despite the adoption, 30% of developers reported seeing a negative impact on the games industry. Their concerns included intellectual property theft, quality issues, and regulatory challenges.
Generative AI is seen as useful in game projects for removing repetitive initial steps without removing creative control. For solo makers or small teams, it can help test ideas before significant commitment to finished art or complex engineering, improving spending decisions.
Examples of generative AI tools in creative workflows include Roblox Cube for early 3D concepts, Unity AI for project-aware assistance, MetaHuman Animator for performance-based animation, and Adobe Firefly for media creation with stated terms. UK copyright policy regarding AI training and AI-generated works is still under development.