The landscape of gaming on Steam has undergone a remarkable transformation over the past year, with the number of games disclosing the use of Generative AI surging by nearly 800%. Currently, just under 8,000 titles are utilizing this technology, representing approximately 7% of the total Steam library. This rapid increase raises questions about the implications for game quality and originality in an increasingly crowded marketplace.
Market Dynamics and Developer Responses
As gaming storefronts continue to evolve, the influx of low-effort, AI-generated content has sparked concern among developers and players alike. The Nintendo eShop, for instance, has become a repository for numerous games featuring hastily created AI-generated thumbnails, leading to a dilution of quality. Notably, popular titles such as the PC-exclusive viral sensation Schedule 1 have faced a wave of imitation on platforms like PlayStation and the Switch eShop. Wren Brier, director of Unpacking, has voiced frustration over the proliferation of AI-generated ripoffs of their game, which are being sold at bargain prices, potentially misleading unsuspecting consumers.
According to a report by Ichiro Lambe, founder of indie studio Dejobaan Games, the situation appears to be deteriorating. “A year ago, I poked around Steam to see how many game developers were disclosing usage of Generative AI. It was around 1,000, which seemed like a lot to me at the time,” Lambe noted. Fast forward to today, and the number has skyrocketed to 7,818 titles. This trend indicates that one in five games released in 2025 may incorporate Generative AI technology.
Defensive Strategies and Diverse Applications
While some developers have discontinued their use of AI due to player backlash, others are adopting more defensive language regarding their practices. It’s important to highlight that the reported figures only reflect developers who voluntarily disclose their use of Generative AI, suggesting that the actual prevalence may be even higher.
When discussing the applications of Generative AI in gaming, one might envision automated voiceovers or art generation. However, some titles are leveraging this technology for more constructive purposes. For example, the social game Comedy Night utilizes AI to identify and filter offensive content uploaded by users, ensuring a more enjoyable experience for players. This approach exemplifies a more responsible use of AI, contrasting sharply with instances of art and voice acting theft that have marred the industry.
In a notable case, an artist known for contributions to Persona and Shin Megami Tensei attempted to train an AI model to replicate their unique style, only to find that the results fell short of expectations, highlighting the challenges and limitations of AI in creative fields.
