Steam Next Fest has long been a beacon for independent game developers, a platform where creativity flourishes and new titles emerge. This year, however, the October 2025 edition presented a rather disconcerting trend: a significant number of games—over 500 demos—disclosed the use of generative AI in their development processes.
AI’s Presence in Game Development
As I navigated through the array of demos, it became apparent that generative AI was making its mark. Subtle yet unmistakable signs were evident—images that felt slightly off-kilter and Steam page descriptions that seemed to lack the warmth of human touch. While none of the games were entirely AI-generated, the sheer volume of AI-assisted projects raised eyebrows.
According to a report by Techraptor, 504 demos, accounting for 17% of the offerings at Steam Next Fest, utilized generative AI in various capacities. Developers primarily disclosed AI usage for marketing purposes and Steam store page assets, but the technology also extended to art assets, audio elements, coding, writing, and even live in-game interactions.
Among these, Cloudheim stood out as the most popular demo, landing in the top 50 most-played games of the week. Its disclosure indicated that generative AI was used for “internal communication,” yet it also allowed developers to leverage the technology without stringent oversight. Noodle Cat Games, the studio behind Cloudheim, reassured players that “no people have been replaced by AI,” emphasizing the continued presence of artists and engineers in their development process.
Despite these reassurances, the growing reliance on generative AI raises concerns among professionals across the industry. Many fear for their job security as companies increasingly turn to AI to reduce costs. Notably, Arc Raiders by Embark Studios has drawn attention for its vague disclosure regarding AI’s role in content creation, particularly in voiceovers. Players have already noted instances of awkwardly delivered dialogue, suggesting a troubling trend in the use of AI for creative tasks.
As the conversation around AI in gaming evolves, it’s essential to recognize the limitations of technology that primarily amalgamates existing content. The unique contributions of human creators—be it a voice actor’s iconic delivery or an artist’s personal experiences—cannot be replicated by machines. The excitement of a game can be diminished when the authentic human touch is replaced by a generic AI voice.
Moreover, the lack of transparency surrounding AI-generated assets is concerning. Instances like The Alters and Hotel Barcelona illustrate how some games may not disclose their use of AI until players notice discrepancies. If 504 games at Steam Next Fest openly acknowledged their reliance on generative AI, how many more might be utilizing it without disclosure?
The revelation that a substantial number of games at Steam Next Fest employed generative AI is disheartening. The potential for even more undisclosed AI usage raises alarms, especially in an industry already grappling with talent attrition due to layoffs. It is crucial to safeguard the creative workforce and ensure that games remain rooted in human vision and ingenuity.
For those seeking games that embody genuine creativity, exploring our curated list of the best classic titles might be a worthwhile endeavor. As the industry navigates the complexities of AI, discussions about its implications continue to unfold. What are your thoughts on the increasing presence of AI in gaming? Join the conversation on our community Discord server, where enthusiasts and industry insiders share their perspectives on the evolving landscape of gaming.
