Steam Next Fest demos show growing use of generative AI in game development
Nearly 20% of Steam Next Fest demos disclose the use of generative AI, underscoring its growing role in game development.
Steam Next Fest has returned with thousands of playable game demos, but this year’s event is also highlighting the growing role of generative artificial intelligence in game development. Data from SteamDB suggests that nearly one in five participating titles have disclosed the use of generative AI, reflecting how widely the technology is being adopted across the industry.
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According to figures identified by Eurogamer, 1,704 of the 8,700 games listed for the latest Steam Next Fest include a disclosure stating that generative AI was used during development. This represents around 19.5 per cent of all participating titles, making AI-assisted development a significant presence at the showcase.
The findings come as developers continue to debate the benefits and drawbacks of AI tools. While some studios view the technology as a way to streamline production and reduce costs, many players and developers remain cautious about its growing influence on game creation.
AI disclosures become more common on Steam
The high number of AI disclosures at Steam Next Fest reflects changes Valve introduced in 2024 regarding the use of artificial intelligence on its platform. The company revised its policies to permit broader use of AI-generated content while requiring developers to disclose when generative AI was used in creating a game.
These disclosure rules were designed to improve transparency for players. By providing information about AI usage, Valve aimed to help customers make informed decisions about the games they choose to purchase or play. As a result, users browsing Steam titles can often find notices that explain whether AI contributed to assets, dialogue, artwork, or other elements of development.
Despite the increased transparency, AI remains a divisive topic within the gaming community. Several games have faced criticism after players discovered AI-generated content that was not immediately apparent. Concerns often focus on the quality of generated assets, the potential impact on creative jobs and questions surrounding the ownership of training data used by AI systems.
Independent developers have been particularly vocal about the issue. Many studios have publicly discussed their policies on AI use, with some embracing the technology and others avoiding it entirely. The debate has intensified as AI tools have become more sophisticated and accessible, allowing even small teams to integrate them into various stages of production.
Developers balance efficiency with player expectations
Valve’s updated policies also recognise that AI can be used in ways that do not directly affect a game’s final content. The company allows certain uses of AI that deliver what it describes as efficiency gains without necessarily requiring the same level of disclosure associated with content generation.
This distinction has led to ongoing discussions about where to draw the line between acceptable development assistance and content creation. Developers frequently use AI-powered tools for tasks such as coding support, workflow optimisation and asset management. In some cases, these tools may not leave an obvious mark on the finished product, making disclosure decisions more complex.
However, controversies continue to emerge when AI-generated materials reach consumers unexpectedly. One recurring issue is placeholder assets created with AI during development that persist in the game after release. Players have often reacted negatively when such content is discovered, particularly when it appears to replace work traditionally carried out by artists or designers.
The industry’s response has demonstrated that transparency alone does not always eliminate concerns. While some players appreciate knowing how a game was produced, others remain sceptical about the use of AI regardless of disclosure. As a result, developers increasingly face the challenge of balancing production efficiency with audience expectations.
Major games reassess their use of AI technology
The debate surrounding generative AI is not limited to independent studios. Several high-profile projects have also attracted attention for their approach to the technology.
Earlier this year, the successful title Crimson Desert became the subject of discussion after reports emerged that AI-generated assets had been used and not fully replaced before launch. The situation highlighted how even commercially successful games can face scrutiny when AI-generated content is involved.
Meanwhile, some developers have adjusted their strategies after initially embracing AI tools. Arc Raiders, which openly incorporated AI into aspects of its development process, has reportedly reduced its reliance on the technology in recent months. Such decisions suggest that studios are continuing to evaluate how AI affects both production workflows and player perception.
The latest Steam Next Fest figures indicate that generative AI is becoming increasingly common in game development. However, the mixed reaction from players and developers shows that the conversation is far from settled. As more studios experiment with AI-assisted creation, transparency and consumer trust are likely to remain central issues across the gaming industry.
