TLDR: A new report by Totally Human Media reveals that nearly 20% of all games released on Steam in 2025 have incorporated generative AI technology. This marks a significant increase from 2024, with AI use expanding across various development aspects, primarily in visual asset creation.
A recent report from Totally Human Media, based on data collected by CEO Ichiro Lambe on July 13, 2025, indicates a substantial surge in the adoption of generative artificial intelligence (AI) within the gaming industry. The report highlights that just under 20% of all games released on the Steam platform in 2025 have disclosed the use of generative AI in their development or gameplay.
This figure represents a dramatic increase compared to the previous year. In 2024, approximately 1,000 titles on Steam had disclosed AI use, meaning the number of games utilizing this technology has grown by almost 700% in just one year. Currently, about 7,818 games across Steam’s entire library, or 7% of its total available titles, have openly declared their use of generative AI.
The rise in transparency regarding AI integration can be partly attributed to Valve’s policy change in January 2024, which began requiring developers to disclose the use of artificial intelligence during game creation. This mandate has provided valuable insights into how AI is being leveraged within the industry.
Generative AI is being employed in a variety of capacities, with visual asset generation leading the charge. Approximately 60% of all disclosures relate to the creation of 2D and 3D models, background images, textures, and characters. Beyond visuals, developers are also using AI for audio generation, text generation, crafting marketing materials, composing internal code, and even developing game logic and story structures.
Notable examples of AI integration include ‘My Summer Car,’ one of the most popular games to disclose AI use, where the technology was utilized for generating paintings within the main house. Another title, ‘InZOI,’ features in-game generative AI, allowing players to create unique textures, outfits, and other items, addressing player demand for more character customization.
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Interestingly, the report notes that most of the prominent Steam games found to be using generative AI were developed independently and on relatively small budgets, suggesting that AI tools are empowering smaller studios. The significant increase in generative AI in game development signifies a major shift in industry practices, offering enhanced efficiency and creative potential. However, this rapid adoption also brings forth ethical challenges, transparency concerns, and the need for clear regulatory frameworks. The successful integration of generative AI in the gaming sector will depend heavily on collective efforts to establish fair and responsible guidelines and policies moving forward.
