With production costs rising and competition increasing, studios are turning to new technology to move forward. A survey of 615 developers from the US, South Korea, Norway, Finland and Sweden conducted in the summer of 2025 shows that generator AI is being used to tackle core challenges.
Over 90% of respondents said that AI drives innovation and improves the player experience. 95% reported that it helps reduce repetitive tasks, while 94% said they would open up new creative opportunities.
Developers rely heavily on AI for playtesting and gameplay balance (47%), localization (45%), and code generation (44%). These tools not only speed up production, but also help small studios compete with larger companies.
This technology is reshaping the job market. New roles such as AI engineers and AI content designers are emerging, but 56% of developers say their current responsibilities are expanding to include AI-related tasks.
The rise of AI agents
The increasing share of attention is AI agents, systems that allow you to make your own decisions. 87% of developers already use it for tasks like content optimization, dynamic difficulty adjustment, NPC behavior, and automated tutorials.
These tools make the gaming world more flexible. Characters can adjust their actions, employ complex strategies, and even adapt their environment to suit the situation.
Changes in player expectations
As AI becomes more common, so is the demands of viewers. 89% of developers say players expect greater realism and personalization. 37% believe they want a world where gamers feel more “living,” while 35% are in demand for faster, intuitive tutorials. AI is also expanding accessibility and inclusiveness. Developers apply it to adaptive difficulty, automated moderation, and even real-time players support.
Future challenges
While 63% of respondents worry about copyright and ownership of AI-generated content, 35% cited risks in player data security. Other hurdles include the high cost of adoption, limited training data, and the need to retrain staff.
Still, most developers are confident about the long-term impact. We hope that within the next three years, AI will reduce development costs and drive new business models. Already, 40% report that the technology opens the door to new strategies for monetization and player engagement.
Previously, Kazinform's press reported that Sony explored AI in a game with interactive characters.
