The data speaks for itself: 87% of video game developers are already using Artificial Intelligence Agents In your day to day, According to a survey In five countries carried out by Google Cloud and The Harris Poll between June 20 and July 9, 2025. It is not a futuristic promise or a passing fad: AI has been installed as an operational resource in the creation process, with a weight so high that many teams no longer know how to work without it. This seems to start the new balance of forces in an industry that moves billions of dollars every year.
The transition has been silent but deep. In just a few years, tools that were previously tested in very limited phases of development, such as testing or punctual content generation, have taken a structural place. The change responds partly to the growing pressure on the studies: after a wave of layoffs in 2024 and the closure of several teamsthe industry has sought formulas to shorten deadlines, reduce costs and continue competing in a market where players demand more and faster. Artificial intelligence has conceded fully in that hole.
AI agents: what are they and where they fit. In this context, the figure of the “agents” of AI has become key. The report defines them as software systems capable of pursuing objectives with a certain degree of autonomy – raid, planning and memory – and processing text, voice, code, audio and video. Of the 87% that already use this type of systems to accelerate or automate tasks, 44% indicate that they use them directly to improve content or process information. His role extends throughout the Pipeline of development: from the writing of dialogues and the creation of levels to the moderation of communities or the dynamic swing of the gameplay.
Costs and Roi: promises and limits. The attractiveness is evident. 94% of developers believe that AI will reduce global production costs in the long term (more than three years), according to the same report. However, not everything is so direct: approximately one in four admits that it finds it difficult to measure precisely the return on investment, and 24% recognize that integrating these technologies also implies a significant expense. Among the recommendations that the study includes ideas such as starting with limited evidence, defining clear metrics from the beginning and ensuring that the use of AI does not contradict the creative vision of the project.
Intellectual property and data: the great knot. Beyond efficiency, which most worries a good part of the industry is the legal land. 63% of the survey participants show concern for the property of the data: Who is the owner of the content generated by AI? How is the license of the material that has been used to train these systems managed? Another 32% points directly to conflicts due to licenses, and another 32% to the ownership of the generated. Today, the rules of the game are not clear, and many developers fear possible litigation or commercial vetoes for not having correctly armored the origin and destiny of what they produce with these tools.
The AI application is not limited to Backoffice. It is also filtered in the final product. There are agents designed to adapt the difficulty of the game in real time, NPC that can remember what the player has done or interact with more natural responses, systems that accelerate multilingual location or trained models to detect toxic behaviors in online communities. All this is already being used, according to the Google Cloud report and The Harris Poll, although its effects vary as the case. IA provides agility and variability, yes, but it is still far from replacing what the narrative design or the human art direction provides.
EMPLOYMENT: Reconfiguration more than substitution. The impact on employment remains one of the great unknowns. In 2024, more than 10,000 workers in the sector lost their work, According to figures collected by Reuters. Although part of these adjustments responds to a change of economic cycle and not directly to the use of AI, critical voices fear that these tools will become an excuse to lighten templates. At the same time, new roles begin to appear: designers who work together with generative systems, specialists in AI integration or responsible for the quality of the agents.
Today, what there is not a total revolution, but a transition that accelerates. Artificial intelligence is no longer tested within the world of video games: it is part of the system, and the figures demonstrate it. What is at stake is how its true value is measured, who controls the rights of what it produces and what space is left to human creativity in this new environment. The tools are lists, developers use them. The difficult will come later: to know where the limits are and who has command.
Images | Samsung Memory | Ilya Pavlov
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