Steam games are about to get a big AI twist. A recent report from Totally Human Media CEO Ichiro Lambe indicates that approximately 20% of all new games released on Steam in 2025 will incorporate generative AI in some form. This is a significant leap that reflects how AI is integrating into game creation and even the gameplay itself.
Using the Steam API, Lambe found that one in five new releases next year will openly state generative AI involvement. Most of this AI use, approximately 60%, will be for creating visual assets, such as backgrounds and 3D models. That makes sense, since visuals often consume a significant amount of development time.
But AI’s role doesn’t stop there. It will also be used in generating audio, marketing materials, text narratives, and even parts of game code and logic. Some games will also utilize AI during gameplay. Titles like inZOI, Comedy Night, Nyric, and Bitmagic are already experimenting with AI-driven features. For instance, Nyric lets players create 3D worlds just by typing prompts, while inZOI, a rival to The Sims from Krafton, allows text-based generation of textures and 3D images.
Currently, only about 7% of all Steam games (roughly 7,818 titles) utilize generative AI in some way, which may seem small. However, that’s a huge leap from just over 1,000 games a year ago, indicating that the tech is catching on quickly.
It’s somewhat interesting; AI is creeping into the core of game development and even gameplay itself. Some studios are even replacing laid-off staff with AI tools, like King reportedly did recently. That’s a bit of a head-scratcher, right? Will this trend grow even more? Looks like it.
