AI in games has meant different things in different decades. NPC behavior in the 90s. Procedural content in the 2000s. Machine learning for matchmaking in the 2010s. And now — generative AI for assets, code, dialogue, even whole gameplay loops. This last wave is doing in two years what we expected to take twenty.
The pillar covers three live problems at once. (1) Production AI — can you ship faster, cheaper, with smaller teams, using LLMs + diffusion + voice synthesis? (2) Runtime AI — what does it mean when your NPCs can actually talk, react, remember? (3) Policy AI — who owns model outputs, what trains on what, what disclosures do players deserve. None of these are settled.
“Every studio is either using AI productively, or losing time arguing about whether to.”
What's clear: the studios that are pragmatic about it (real workflow integrations, real policies, real player communication) are pulling ahead of studios that are either over-reverent (we don't touch it) or over-zealous (we use it for everything). The interesting work is in the middle — understanding which problems AI actually solves and which it merely reframes.
Each bar is a topic in this pillar. Bar length is content volume — how much we've published about it. Tap any topic to drill in.
LLM-backed NPC characters that hold real conversations, remember player history, and react in tone. Demos blew minds; production deployments are still finding their feet — latency, hallucination, voice acting union concerns are all live issues.
↳ AI NPCs are a fantastic demo and a real engineering challenge. The gap between Twitter clip and shipped feature is bigger than it looks.
Diffusion-based 3D asset generation pipelines that compress weeks of artist work into hours. Real productivity wins on prop generation and environment dressing; less successful on hero assets that need brand consistency.
↳ AI hits the long tail of content production hardest. The hero assets still need your best humans.
Voice and motion-capture performers struck primarily over AI consent and compensation. Outcomes shaped how studios approach voice cloning, performance capture rights, and synthetic actor policy.
↳ AI policy at your studio isn't optional. The talent unions are setting the bar; pretending you haven't decided is itself a decision.
Currently chaotic — varies wildly by studio. Best practice emerging: a dedicated AI Lead reporting into the CTO, with cross-functional reps from production, legal, and player experience.
Guest: Tess Lynch, Founding Attorney, Clause and Affect When Crimson Desert announced "no AI in our game," the internet applauded.
Hate it or love it, generative AI is here and it’s taking the world by storm. There’s a lot of noise about whether these tools are viable or just creating junk, but the truth is simple: how you use the tool is the difference between wasting time and unlocking real creativity.
The Augmented World Expo (AWE) 2025 gave us a glimpse into the future of technology, and the overall sentiment is decidedly upbeat. But what are the key trends driving the industry forward? We sat down with IDC's Gaming, AR/VR analyst Lewis Ward to get his expert insights. While our full video interview has the deep dive, here are the top takeaways you need to know about the future of augmented reality, virtual reality, and AI.
Episode SummaryIn this episode of Player Driven, host Greg engages in an insightful conversation with Josh Plotnek, Head of Content at Keewano, diving deep into the significance of actionable insights derived from game data analytics.
Episode SummaryShaun Laker joins Greg to discuss his journey in the gaming industry, from breaking into QA at EA to leading major AAA projects.
Structured courses, instructor feedback on studio briefs, and a credential scored by working operators. The L01 primer is free with an account.
Every piece of content in this pillar you finish earns credits toward your AI in Games level. See the full system at /level-up.