The use of AI tools in video game development remains a contentious issue. A new survey released by Google Cloud and The Harris Poll indicates that as many as 87% of developers utilize AI agents in their workflows.
The study was conducted between June and July 2025, but was published on August 18, 2025. A total of 615 game developers from Finland, Norway, South Korea, Sweden, and the United States were asked about the current state of AI in the industry and what the future holds.
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The findings from Google Cloud show that many of the respondents agree that AI is “having a positive influence across a wide range of creative efforts, business settings, and internal workflows”.
Over 90% of the respondents said AI is “helping with an array of challenges, including driving innovation, and enhancing the player experience”. As much as 97% of the people who participated in the survey said generative AI is “reshaping” the gaming industry, while 95% agreed that it has reduced “repetitive tasks in workflows,” and 94% said it’s “driving innovation”.
The research intended to answer the following questions about generative AI innovations in the video game industry:
- What impact is AI having on the industry?
- Is it opening up new opportunities for careers—or even companies?
- What types of gameplay are being created?
- How is it impacting game development pipelines?
- Where are the most promising avenues for growth?
- What concerns is it raising?
At least 47% of respondents said AI is speeding up playtesting and balancing of mechanics, 45% think it is valuable in localization and translation of game content, while 44% said it enhances code generation and provides incredible support in scripting.
The prospects and concerns of AI agents’ use in video games
The use of AI agents in the video game industry has not only impacted the work of developers but also affected the expectations of players. At least 89% of developers believe the integration of AI in video games is “changing player expectations,” in the sense that players are now looking for “more lifelike experiences,” according to 37% of respondents.
The findings of the survey show 40% of developers see AI-driven game engines and the use of AI for balancing gameplay as the most promising trends, while 36% believe AI-powered testing and QA will be the future focus of AI agents.
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The adoption of AI agents in video game development has faced severe hurdles, a problem 63% of respondents linked to data ownership. A further 35% of respondents are apprehensive about the data privacy of players, 32% are disturbed about ambiguous licensing, and 32% are worried about ownership of AI-generated content.
“Overall, the research found widespread adoption of gen AI in the games industry – and a surprising level of optimism for it,” noted the report.
“AI is already making a big difference in developer workflows, including productivity and creative tasks. Developers also see promising possibilities with AI agents and other emerging AI tools to accelerate game development and enhance player experiences.
“And while developers raise important concerns about IP issues and the ownership of AI-generated content, the overall feedback on how AI can impact the holistic games industry is trending positive – with some even expressing that a more inclusive and democratic future lies ahead.”
Do you think a time will come when the use of AI agents in video games will become a norm, and the issues surrounding licensing and exploitation of people’s work will be conclusively resolved? Share your thoughts in the comment box below.
