AI Enhances Video Game Development and Immersion

AI tools are accelerating video game production at studios like Ubisoft and King.

The gaming industry is exploring how AI can offer new experiences to players. AI is proving to be more than just a side feature in the gaming industry.

Artificial intelligence has long been part of video game development. Recent advancements in machine learning and generative AI have enabled studios to use the technology to speed up production and enhance gameplay immersion.

The 2025 Game Developer Conference report found that 52% of surveyed developers work at companies using generative AI tools. Large video game companies like Ubisoft are using machine learning to accelerate development, automate repetitive tasks, and allow developers and artists to focus on key game elements and characters.

Meanwhile, many indie developers and independent studios are leading the way in AI-native games, redefining the development process with technology like large language models. As studios consider the financial costs of this new technology, they are also exploring fair and enjoyable ways to use AI for both game creators and players.

At Ubisoft, machine learning is already speeding up the creation process. For the action-adventure game 'Assassin's Creed Shadows,' the 3D creation tool FaceShifter helps artists generate and model heads for secondary characters.

Generative AI has also automated complex tasks for developers at King, a mobile-gaming company, boosting production speeds and improving live operations. AI acts as a 'co-pilot' for King's game makers.

At Jam and Tea Studios, AI is a significant collaborator in the development process. The early-stage studio developed 'Retail Mage,' an AI-native job-simulation game, using LLMs to create more dynamic interactions with NPCs and the game's environment.

As AI changes the way game makers and creatives work, studios are also navigating how to use the technology mindfully and responsibly.