A new survey published by Unity suggests 79 percent of developers are feeling “positive” about generative AI tools.
The annual Unity Gaming Report, based on a Clint survey with 300 respondents (150 based in North America, 60 in EMEA, 60 in APAC, and 30 in South America), claims the vast majority of developers are upbeat about the encroachment of generative AI tools on the game industry.
It states that 31 percent of developers are feeling ‘extremely positive’ about the technology, with an additional 48 percent feeling ‘somewhat positive.’
The report adds that developers were “apprehensive” about generative AI tech at first, but claims that a mere 5 percent of creators now hold that view. Meanwhile, 17 percent of developers were reported to have “neutral” feelings about the tech.
“After ChatGPT hit the market, generative AI tools were suddenly everywhere, and a lot of game developers and other creators seemed apprehensive at first—but today, 79 percent of devs polled report feeling positive about using AI in gaming, while a mere 5 percent are apprehensive,” reads the report.
Although the report indicates sentiment towards AI tools is shifting, it claims AI uptake is merely “holding steady.”
“Devs report picking up AI tools at a similar rate to last year, but AI applications and use cases have matured considerably in the interim. They’ve grown faster and are better trained, and we as users have honed our ability to guide generative AI toward desired results as AI use has grown normalized,” it continues.
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As the chart below shows, over 40 percent of developers said they have used AI to deliver automated playtesting, improve character animations, and write or improve code.
30 percent explained they have used AI tools to facilitate adaptive difficulty, and 35 percent said they have leveraged AI to generate artwork and game levels. Only 4 percent of respondents said they haven’t used AI tools at all.
“Since AI tool use is so much more widespread a year later, the slight downtick in several categories—adaptive difficulty, generative art, and writing or narrative design—is striking. It may suggest that devs may be less interested in exploring AI tools in creative or problem-solving dimensions of game development, possibly because they’ve tested these use cases and haven’t been leveraging strong concerns there,” adds the report.
“Meanwhile, AI use for automated playtesting, moderating in-game comms, and improving code have risen, implying that AI tools (so far) are most effectively used in support capacities, rather than generating original work.”
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Although Unity, which offers a number of AI-powered tools, claims developers have pinned their colors to the generative AI mast—there is some evidence to suggest that might not necessarily be the case.
According to the GDC’s 2025 State of the Game Industry Report, only 13 percent of developers surveyed felt generative AI tools would have a “positive impact” on the industry. Meanwhile, 30 percent claimed generative AI would actually leave a “negative” footprint.
That report was based on responses from over 3,000 game developers and industry professionals—and although it found that generative AI was becoming increasingly unpopular, it also suggested that more studios have been adopting the technology.
Additional findings from the latest State of the Industry Report can be found right here.
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