1、How developers are using generative AI to create a new generation of games02IntroductionThe games industry is currently in the midst of profound changes,with development costs rising,markets increasingly saturated,and players gravitating toward older gamesall of which underscore the need for studios
2、 to continuously innovate.In this landscape,generative AI(gen AI)has emerged as a powerful ally.Currently,97%of game developers say that gen AI is reshaping the industry,leading to intense experimentation,AI-integrated workflows,and enhanced player experiences.But how are these innovations playing o
3、ut for developers?What impact is AI having on the industry?Is it opening up new opportunities for careersor even companies?What types of gameplay are being created?How is it impacting game development pipelines?Where are the most promising avenues for growth?And what concerns is it raising?To find t
4、he answers to these questions and more,Google Cloud and The Harris Poll conducted a research study in late June and early July 2025 with 615 game developers in the United States,South Korea,Norway,Finland,and Sweden.In the following pages,you can find the highlights of this survey and their implicat
5、ions for both the current state of AI in the industry,and where it may be heading next.02Executive summaryThe study confirmed the massive impact of gen AI on game development,with respondents largely agreeing that it is having a positive influence across a wide range of creative efforts,business set
6、tings,and internal workflows.However,its clear that game developers face some hesitancy around the adoption of gen AI,particularly due to data and ownership rights.Key findings include:AI is already ubiquitous in game development,playing a major role in streamlining repetitive tasks and enhancing cr
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