TLDR: A recent study by Totally Human Media reveals that 7% of all games on Steam, totaling 7,818 titles, now disclose the use of generative AI. This marks an eightfold increase in just over a year, with one in five games released in 2025 so far incorporating AI. The primary use is visual asset generation, though AI is also employed for audio, text, marketing, and code.
A new analysis by Totally Human Media indicates a significant surge in the adoption and disclosure of generative artificial intelligence (AI) within the video game industry, particularly on Valve’s Steam platform. As of July 13, 2025, approximately 7% of the entire Steam library, which comprises around 114,126 titles, now explicitly states the use of generative AI in their development or content. This translates to 7,818 games disclosing AI usage.
This figure represents a dramatic increase from just over a year ago. In April 2024, a similar study by Totally Human Media found that only 1.1% of Steam’s library disclosed generative AI use, meaning the current numbers reflect an eightfold (or 681-800%) increase in a relatively short period. The data for this analysis was sourced directly from Steam’s API, leveraging the disclosure fields that Valve introduced in January 2024, requiring developers to declare their use of AI.
Even more striking is the trend among new releases: nearly one in five (20%) games launched on Steam so far in 2025 have disclosed the incorporation of generative AI. This highlights a growing reliance on AI tools by developers to streamline various aspects of game creation.
The applications of generative AI are diverse, with visual asset generation being the most prevalent. Around 60% of games with AI disclosure notices utilize the technology for creating characters, backgrounds, art, models, and textures. Beyond visuals, generative AI is also being employed for audio generation, text and narrative development, marketing and promotional materials, and even code and game logic. Some games also use AI for content moderation, such as flagging offensive user-created content.
Notable examples of games disclosing AI usage include ‘inZOI,’ which uses AI for in-game textures and character AI; ‘Liar’s Bar,’ which features AI-generated character voices; and ‘Comedy Night,’ which employs AI for content moderation. ‘My Summer Car,’ a popular vehicle simulation game that has sold 2.5 million copies, also discloses minor AI use for generating paintings within the game environment.
While Steam mandates disclosure, the voluntary nature of these declarations suggests that the actual number of games utilizing generative AI might be even higher. The industry is navigating public sentiment, with some players expressing caution or even adding AI-integrated games to their ‘ignore’ lists. This has led some developers to craft careful language in their disclosures, aiming to reassure potential customers about AI’s inclusion.
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The broader industry trend aligns with these findings. A Game Developers Conference (GDC) survey revealed that 52% of developers work at companies that utilize generative AI tools. However, interestingly, the survey also noted a decrease in developer interest in generative AI tools, with 9% expressing interest (down from 15% last year) and 27% stating no interest (a 9-point increase from 2024). Despite this, the data from Steam clearly indicates a rapid and widespread integration of generative AI into game development pipelines.
