Open Steam, click a random indie title, and check the fine print. You’ll start seeing the same hint pop up again and again: AI generated this, AI assisted that. Some devs whisper it like a guilty secret. Others drop it like a feature on the box.
AI in video games is not a rare experiment anymore. It’s in the art pipeline, in the audio, in the store copy, and sometimes in the game itself. The part that shocks people is the scale.
AI in video games is spreading faster than most players notice
AI in video games and the rise of AI-disclosing games
Steam disclosure data shared by Totally Human Media shows a huge jump in AI-disclosing games, from about 1,000 in 2024 to 7,818 in 2025. That’s roughly 7% of the full Steam library.
Now zoom in on new releases. Roughly 1 in 5 games launched in 2025 disclosed some use of generative tools.
Later reporting tied to the same research pushed the total above 10,000 disclosed titles, closer to 8% of Steam’s catalog by late 2025.
That’s the headline. A huge chunk of modern PC releases now carries an AI tag somewhere on the page.
AI in video games disclosure is partly a policy effect
Steam only made AI disclosure mandatory starting January 2024, with an “AI generated content” section on store pages and reporting tools for illegal content in live generated AI.
So the climb is two things at once: more teams using AI in game design, and more teams disclosing it because they have to.
Developers also choose their words carefully. Many try to say “we used it, but humans refined it.” That tells you they are aware of the trust gap, even before the reviews roll in.
AI in video games is changing how people shop for games
For some players, AI-disclosing games are an instant skip. They add them to an ignore list and move on.
For others, the outrage feels pointless. The argument goes like this: if you boycott every use of AI in game design, you may end up playing only retro games consoles and old classics. That line gets tossed around more often now, because the “AI tag” is showing up everywhere.
Studios feel the heat too. Some publishers are taking a hard stance. Hooded Horse, the publisher behind Manor Lords, has said it bans generative AI art in its publishing agreements.
On the flip side, some solo devs are walking their own work back. One recent example: an indie developer announced plans to delist an AI generated game from Steam after changing their mind on the tech.
AI in video games shows up in more than just art
AI in video games, concept art, and shifting game art styles
Visual assets are still the biggest bucket. Concept art, variations for props, background textures, small decals, quick ideation boards for game art styles. Totally Human’s breakdown puts visual asset generation at around 60% of disclosed uses.
Some teams use it as a draft tool and repaint everything. Some teams ship raw outputs. Players rarely know which is which from a screenshot alone, so they judge the studio, not just the pixels.
AI in video games and in-game interface images
A lot of AI use is “small stuff.” In-game interface images, icons, posters, fake brands on a vending machine, paintings on a wall, UI textures that sit on the edge of your view.
It sounds harmless, so it spreads fast. It also creates the exact kind of mistake players love to spot: a warped logo, unreadable text, a detail that looks off.
AI in video games and voice, music, and marketing copy
Next comes sound and text. Some teams use tools for placeholder voices. Some keep them for side characters. Some use models to draft background music ideas, or write store descriptions and patch notes.
That’s why the push to accept AI in games gets tense. A player might hate AI art. The same player might not care if AI helped draft a two sentence store blurb.
AI in video games and production work you never see
AI can also help with code support, refactoring, bug triage, and flagging offensive material in chats. These uses don’t show up in trailers, yet they can shape the player experience.
It also means “game made with AI” can be true in many different ways, from a few helper tools to a system driving major content.
AI in video games is also creating new types of play
AI in video games and developing new kinds of games
Some projects treat generation as the core mechanic. AI Dungeon style ideas pushed that direction years ago: type something, get a response, and the story shifts in real time.
That format is rough, unpredictable, and sometimes hilarious. It’s also hard to build without generative systems.
AI in video games, the game’s inability to maintain a coherent story, and why people still play
AI Roguelite is one of the clearest examples on Steam. It sells itself as a text based role playing game where locations, non player characters, items, and mechanics are generated by AI. It also holds an 82% positive rating with hundreds of reviews.
Players often praise the chaos and openly mention the game’s inability to maintain a coherent story.
A review even joked it looks worse than a DOS game, makes no sense most of the time, then still recommended it. Welcome to the future of gaming, apparently.
AI in video games and what Prolific Studio sees on the production side
As an animation studio in the USA, Prolific Studio works with teams that need clarity, not noise. Many devs don’t need a magic button. They need solid game trailer services, game animation services, and 3D video animation services that match their vision and stay consistent across release beats.
AI can speed up early drafts. Human craft decides what players remember.
AI in video games is splitting players and studios
AI in video games is not a single feature. It’s a bundle of choices. That’s why the debate feels messy.
Some players see one AI tag and think “lazy.” Some see it and think “smart budget move.” Most people sit in the middle, trying to figure out what they are actually buying.
Accept AI in games depends on the “what” and the “how”
A lot of players can accept AI in games when it stays in the background.
They get uneasy when it touches the core. Main character concept art. Key cutscenes. Big story beats. Anything that feels like the heart of the game.
A quick tool used for in-game interface images is a very different thing than a game made with AI from top to bottom.
AI-disclosing games still struggle with trust
The label helps, yet it also puts teams on trial.
Players ask questions that devs can’t answer in one sentence:
- Did you train on stolen art?
- Did you pay voice talent?
- Did you use AI to replace a small team that needed work?
If a studio gives vague answers, the comment section fills the gaps.
AI in video games and the future of gaming is a real conversation
A lot of fear comes from one image: an AI art generator replacing artists.
That’s not the only path.
AI in video games can also support systems that make play feel smoother and more alive.
Developing new kinds of games is the best argument for AI in game design
Some ideas do not work without generation.
- interactive text adventures with endless branches
- dynamic NPC dialog that adapts to player actions
- procedural content that reacts to your choices
These games can be messy, yet they can also feel fresh.
It’s not “AI replaces creativity.” It’s “AI enables a format that did not fit old tools.”
Future of gaming also includes technical uses players never notice
Players rarely complain about AI when it fixes real problems:
- smarter pathing
- better animation blending
- faster testing
- improved moderation in multiplayer spaces
The more invisible the benefit, the less anger it creates.
That’s a blunt truth.
AI in video games still needs strong human craft to look premium
This is where many studios trip.
They treat AI as a final artist. They ship the output. They hope nobody cares.
Players care. Reviewers care. Platform holders care.
Game trailer services can’t be “good enough” anymore
If your trailer looks cheap, people assume your game is cheap.
A trailer is not a bonus. It’s your first promise.
At Prolific Studio, we build game trailer services that make that promise clear. Real timing. Real mood. Real pacing. Clean shots that fit your game.
AI can help with rough drafts. The final cut still needs human taste.
Game animation services protect consistency
Players forgive a lot, then they notice one thing: consistency.
A character who changes face shape between scenes.
A UI style that shifts every menu.
A lighting look that jumps shot to shot.
That’s the difference between “indie charm” and “unfinished.”
Prolific Studio’s game animation services focus on keeping a single visual language, from concept art to final frames.
3D video animation services help studios compete without bloated teams
Many teams do not need a giant internal department.
They need a partner that can jump in, match style, and deliver polished pieces on time.
Prolific Studio is an animation studio in the USA that supports studios like a production partner, not a vendor. We help teams ship trailers, cutscenes, character moments, and launch assets that feel enterprise-grade.
Frequently Asked Questions
Can players accept AI in games if it’s used in small ways?
Many players can accept AI in games when it’s limited to minor assets like in-game interface images, small textures, or early drafts that get cleaned by humans.
How can I tell if a game is an AI-disclosing game on Steam?
Check the store page for the AI disclosure section and look for tags or notes about AI-generated content.
Does AI in game design make games cheaper to build?
It can reduce time on repetitive tasks. It can also create new costs in cleanup, review, legal checks, and player trust issues.
Why do some AI games feel random or messy?
Games built around generation can suffer from the game's inability to maintain a coherent story. Some players enjoy that chaos. Others bounce off fast.
Is the future of gaming going to be fully AI-generated?
Not likely in the way people fear. AI will be a tool inside pipelines. The best games will still rely on human direction, taste, and craft.
What should studios do if they want AI help but still want premium visuals?
Use AI only where it makes sense, then hand the final work to artists and animators who can lock the style. That’s where a partner like Prolific Studio fits in.
Final Words
AI in video games is not going away. The only real choice is how you use it, and how clearly you communicate it.
Players don’t demand perfection. They demand intent.
Use AI in game design as a helper, then finish with human craft. Keep your style consistent. Keep your story clean. Keep your trailer sharp.
If you’re building a launch campaign, or you need high-end animation that fits your game and your brand, Prolific Studio can help. We deliver game trailer services, game animation services, and 3D video animation services that look premium and feel like the real thing.
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