开发者如何使用生成式AI创建新一代游戏

How developers are using generative AI tocreate a new generation of games Introduction The games industry is currently in the midst of profound changes, with development costs rising,markets increasingly saturated, and players gravitating toward older games—all of whichunderscore the need for studios to continuously innovate. In this landscape, generative AI (gen AI) has emerged as a powerful ally. Currently, 97% of gamedevelopers say that gen AI is reshaping the industry, leading to intense experimentation,AI-integrated workflows, and enhanced player experiences. But how are these innovations playing out for developers? What impact is AI having on theindustry? Is it opening up new opportunities for careers—or even companies? What types ofgameplay are being created? How is it impacting game development pipelines? Where are themost promising avenues for growth? And what concerns is it raising? To find the answers to these questions and more, Google Cloud and The Harris Poll conducted aresearch study in late June and early July 2025 with 615 game developers in the United States,South Korea, Norway, Finland, and Sweden. In the following pages, you can find the highlights ofthis survey and their implications for both the current state of AI in the industry, and where it maybe heading next. Executive summary The study confirmed the massive impact of gen AI on game development, with respondents largely agreeing that it is having a positive influenceacross a wide range of creative efforts, business settings, and internal workflows. However, it's clear that game developers face some hesitancyaround the adoption of gen AI, particularly due to data and ownership rights. Key findings include: AI is already ubiquitous in game development, playing a major role in streamlining repetitive tasks and enhancingcreative workflows. This is helping to level the playing field, allowing innovative new startups to compete withlarger, more established studios.Universal adoption: Promising new trends: AI agents are also on the rise. Developers are building and deploying them for intelligentnonplayer character (NPC) behavior, dynamic gameplay balancing, and much more. New roles and responsibilities: New AI-based roles are emerging, while existing jobs are increasingly integrating AIinto their workflows, with 90% of games developers already using it in their work. 89% of developers report that AI integration is changing player expectations,with 37% seeing gamers looking for more lifelike experiences.Rising player expectations: While AI shows promise in addressing longstanding issues in the industry and in game development, 63% ofdevelopers also express concerns about data ownership, while 35% worry about player data privacy. AI’s winning role The survey finds AI is receiving a positive reception in the gamesindustry—and opening up new possibilities. Most promising trends perceived by games professionals: The games industry has long been ultra-competitive,but in recent years, it has navigated a rising tide oflayoffs, studio closures, longer development cyclesfor new games, and skyrocketing costs for majortitles. For smaller studios, standing out against a seaof new releases has grown increasingly difficult. In this environment, developers overwhelmingly seegen AI as a positive development, and one that isleading to better outcomes. When it comes to generalimpact, more than 90% of developers say it is helpingwith an array of challenges, including driving innovationand enhancing the player experience. AI especially shines in its ability to automate cumbersome andrepetitive tasks, freeing developers to focus on more strategicand creative concerns—not to mention reducing iterationcycles and decreasing time-to-market. In particular, 47% ofdevelopers report that it is speeding up playtesting andbalancing of mechanics, 45% say it is assisting in localizationand translation of game content, and 44% cite it for improvingcode generation and scripting support. Developers in theUnited States report this more so than those in South Korea,especially when it comes to AI-driven playtesting, automatedcontent tagging, and enhanced code generation. And, some see AI as a transformative force in the broaderindustry: driving democratization across studios and enablingindependent studios to level the playing field with moreestablished players. 29%say it is democratizingthe games industry see gen AI reshaping the industry 95% say it is reducing repetitive tasks in workflows 94% say it is driving innovation The rise of AI agents The research revealed that a significant subset of developers is alreadydeploying AI agents in their games. For example, 44% are using AI agentsfor content optimization, 38% for dynamic balancing and tuning ofgameplay, and 38% for in-game coaching and automated tutorials.Developers in the United States are deploying agents at a faster rate thanother markets, with a particular focus on NPC behavior, automate