Gaming execs push AI adoption despite layoffs and developer resistance

Gaming industry leaders are embracing AI technology despite industry-wide layoffs and developer concerns, with executives viewing AI integration as essential for future game development, marketing, and business efficiency. At the Game Developers Conference, Griffin Gaming Partners’ Peter Levin emphasized that AI adoption in gaming is inevitable regardless of developer sentiment, positioning it as a critical component for both content creation and business operations in an industry already struggling with significant workforce reductions.

The big picture: AI’s role in gaming is rapidly expanding beyond traditional uses like NPC behavior and procedural generation to now encompass content creation, user-generated content, and marketing strategy optimization.

• While AI has long been used in limited capacities within game development, newer applications focus on generating content from scratch and enabling more efficient release strategies.
• Despite ongoing layoffs across the global gaming industry for more than a year, executives view AI integration as non-negotiable for future success.

What they’re saying: Griffin Gaming Partners managing director Peter Levin emphasized the urgency of AI adoption regardless of developer sentiment.

• “It’s an optimal time to be a developer or publisher and bake in the AI functionality within your product roadmap,” said Levin, adding that “if they’re not crazy about it, that’s going to happen with or without their sentiment.”
• Levin noted gaming’s tendency to adapt to changing technological landscapes: “Gaming, traditionally, has been much more akin to enterprise software with respect to recognizing when they need to trim the fat.”

Practical applications: AI is being leveraged beyond creative development to optimize business operations and marketing efficiency.

• “Some of the ways we’re very excited about the practical application of AI are manifesting in things like customer acquisition, the ability to lever which social media platforms, for example, are the best environments within which to market to a certain customer,” Levin explained.

Industry outlook: Despite current challenges, upcoming major releases and emerging markets provide optimism for the gaming sector.

• The launches of Nintendo Switch 2 and “Grand Theft Auto 6” in 2025 represent significant growth opportunities.
• Emerging markets outside North America and Europe continue to drive mobile gaming growth through smartphone proliferation.

Why this matters: The gaming industry’s approach to AI integration reflects wider tensions across creative industries, where efficiency gains and cost-cutting measures are creating friction between business imperatives and creative workforce concerns.