7% of games in the entire Steam library now disclose generative AI usage, study says

Generative AI usage disclosures on Steam have surged, with 7% (7,818 of 114,126 games) now reporting AI integration as of July 13, 2025, a significant increase from just 1.1% in April 2024. This rapid adoption is underscored by one in five new releases this year disclosing AI use, predominantly for visual asset generation (60%), alongside applications in audio, narrative, and code. The trend highlights a fundamental shift in game development pipelines, leveraging AI for content creation.

Analysis

The adoption of generative AI within the video game development sector is accelerating at a significant pace, indicating a fundamental shift in production pipelines. A study of the Steam platform reveals that 7% of its entire library, or 7,818 titles, now disclose the use of generative AI as of July 2025. This represents a more than six-fold increase from the 1.1% reported in April 2024. The trend is even more pronounced among recent titles, with one in five games released in 2025 disclosing AI integration. The primary application is visual asset generation, cited in 60% of disclosures, suggesting a strong industry focus on leveraging AI to reduce art production costs and timelines. However, the technology's integration is broad, extending to audio, narrative, and even code. While this signals a drive for efficiency, it also introduces reputational risk, as illustrated by the recent criticism of 11-Bit Studios for undisclosed AI use, which necessitated a public commitment to remove the content.

Key Decisions for Investors

• Investors should assess gaming companies' AI integration strategies, as the rapid adoption for asset creation suggests potential for significant margin improvement and accelerated development cycles for early and effective adopters.
• Consider the 'picks and shovels' play by evaluating companies that develop and license the underlying generative AI technologies, as the surge in disclosed use on Steam from 1.1% to 7% in just over a year validates a strong and growing end-market in game development.
• Monitor consumer sentiment and publisher transparency policies regarding AI, as the negative reaction to undisclosed use indicates that reputational risk could become a material factor, potentially offsetting production efficiencies.