A recent survey conducted by GamesIndustry.biz highlights a strong consensus among game industry workers regarding the transparency of generative AI. The data reveals that 88.4% of respondents, the majority of whom are developers, believe that the use of generative AI should be explicitly declared on digital storefronts such as Steam.
Transparency vs. Platform Policy
The survey results suggest friction between developer values and current platform regulations. While Valve introduced an AI disclosure policy in early 2024, recent relaxations allow developers to report only player-facing AI content rather than internal 'efficiency gains.'
Nearly half of the surveyed professionals (48.7%) disagreed with this relaxed approach, favoring full transparency regardless of whether the player interacts with the AI-generated content. In practice, a majority of respondents stated they would voluntarily disclose AI usage even for administrative tasks or concept art, indicating a preference for radical transparency.
Sentiment on Creative Implementation
When questioned about the acceptability of AI in final game assets, the response was largely negative. Over four-fifths of respondents argued that generative AI should never be utilized for core creative elements, including audio, music, narrative text, and voice acting. Specifically, 86.3% rejected AI for audio and music, while 84.2% opposed its use for art and graphics.
A small percentage of respondents acknowledged the utility of AI for placeholder assets during development, particularly for voice acting, but drew a hard line against its inclusion in the final product.
Usage Trends and Industry Dynamics
Despite the negative sentiment, some adoption was reported. Approximately 30.6% of respondents noted that their companies utilize generative AI tools to some extent. However, individual usage remains low, with 78.5% of individuals stating they 'never' employ AI in their personal workflows. Among those who do, the primary applications are research, brainstorming, and code generation rather than asset creation.
Interestingly, the survey counters the narrative that AI adoption is exclusively driven by upper management. A significant portion of respondents in senior leadership roles expressed negative views on the technology. Furthermore, 45.5% of participants revealed they have been actively discouraged by management from using GenAI tools.
Methodology
The survey gathered 826 responses over a two-week period, limited strictly to current games industry professionals. The demographic skewed toward smaller studios (under 50 employees) and creative roles, with a high proportion of mid-to-senior level experience. The results underscore a widespread desire for industry standards that prioritize consumer awareness and ethical development practices.
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