Author: RegineB

AI, Artificial Intelligence (AI), Data Analysis, Data Strategy, Machine Learning (ML), Natural Language Processing (NLP)

AI in Gaming: How Artificial Intelligence is Powering Game Production and Player Experience

The gaming industry isn’t just about fun and entertainment – it’s one of the largest and fastest-growing industries in the world. Valued at over $250 billion in 2024, it’s expected to surge past $300 billion by 2030. And at the center of this explosive growth? Artificial Intelligence (AI). From streamlining game development to building creative assets faster to shaping immersive and personalized player experiences, AI is transforming how games are built and how they are played. Let’s explore how.

1. AI in Gaming Today

AI is showing up both behind the scenes (in development studios and in technology devices) and inside the games themselves.

  • AI Agents & Workflow Tools: A recent survey found that 87% of game developers already incorporate AI agents into development workflows, using them for tasks such as playtesting, balancing, localization, and code generation PC GamerReuters. For bug detection, Ubisoft developed Commit Assistant, an AI tool that analyzes millions of lines of past code and bug fixes to predict where new errors are likely to appear. This has cut down debugging time and improved code quality, helping teams focus more on creative development rather than repetitive QA.
  • Content & Narrative: Over one-third of developers utilize AI for creative tasks like dynamic level design, animation, dialogue writing, and experimenting with gameplay or story concepts PC Gamer. Games like Minecraft and No Man’s Sky use AI to dynamically create worlds, keeping the player experience fresh.
  • Rapid Concept Ideation: Concept artists use AI to generate dozens of initial style options—then pick a few to polish with humans. Way faster than hand-sketching everything Reddit.
  • AI-Powered Game Creation: Roblox recently announced generative AI tools that let creators use natural language prompts to generate code and 3D assets for their games. This lowers the barrier for new developers and speeds up content creation for the platform’s massive creator community.
  • Generative AI in Games: On Steam, roughly 20% of games released in 2025 use generative AI—up 681% year-on-year—and 7% of the entire library now discloses usage of GenAI assets like art, audio, and text Tom’s Hardware.
  • Immersive NPCs: Studios like Jam & Tea, Ubisoft, and Nvidia are deploying AI for more dynamic, responsive NPCs that adapt in real time—creating more immersive interactions AP News. These smarter, more adaptive NPCs react more realistically to player actions.
  • AI-Driven Tools from Tech Giants: Microsoft’s Muse model generates gameplay based on player interaction; Activision sim titles in Call of Duty reportedly use AI-generated content The Verge.
  • Playtesting Reinvented: Brands like Razer now embed AI into playtesting: gamers can test pre-alpha builds, and AI tools analyze gameplay to help QA teams—claiming up to 80% reduction in playtesting cost Tom’s Guide. EA has been investing heavily in AI-driven automated game testing, where bots simulate thousands of gameplay scenarios. This reduces reliance on human testers for repetitive tasks and helps identify balance issues and bugs much faster.
  • Personalized Player Engagement: Platforms like Tencent, the largest gaming company in the world, and Zynga leverage AI to predict player behavior and keep them engaged with tailored quests, events, offers, and challenges. This increases retention while also driving monetization.
  • AI Upscaling and Realism
    While not a game producer, NVIDIA’s DLSS (Deep Learning Super Sampling) has transformed how games are rendered. By using AI to upscale graphics in real time, it delivers high-quality visuals at faster frame rates—giving players a smoother, more immersive experience.
  • Responsible AI for Fair Play and Safety: Microsoft is using AI to detect toxic behavior and cheating across Xbox Live. Its AI models can flag harassment or unfair play patterns, keeping the gaming ecosystem healthier for both casual and competitive gamers.

2. Tools, Technologies, and Platforms

Let’s take a look at things from the technology type standpoint. As you may expect, the gaming industry uses several AI technologies:

  • AI Algorithms: AI algorithms dynamically produce game content—levels, dialogue, music—based on developer input, on the fly. This boosts replayability and reduces production time Wikipedia. And tools like DeepMotion’s animation generator and IBM Watson integrations are already helping studios prototype faster and more creatively Market.us
  • Asset Generation Tools: Indie studios like Krafton are exploring AI to convert 2D images into 3D models, powering character and world creation with minimal manual sculptingReddit.
  • AI Agents: AI agents run thousands of tests, spot glitches, analyze frame drops, and flag issues—helping devs ship cleaner builds fasterReelmindVerified Market Reports. This type of AI-powered testing reduces bug detection time by up to 50%, accelerates quality assurance, and simulates gameplay scenarios on a massive scale Gitnux+1.
  • Machine Learning Models: AI tools, typically ML models, analyze player behavior to optimize monetization, reduce churn, tailor offers, balance economies, anticipate player engagement and even adjust difficulty dynamically – figures range from 56% of studios using analytics, to 77% for player engagement, and 63% using AI for economy and balance modeling Gitnux+1.
  • Natural Language Processing (NLP): NLPs are used to power conversational NPCs or AI-driven storytelling. Platforms like Roblox’s Cube 3D and Ubisoft’s experimenting with AI to generate dialogue and 3D assets—making NPCs more believable and story elements more dynamic Wikipedia.
  • Generative AI: Platforms like Roblox are enabling creators to generate code and 3D assets from text prompts, lowering barriers to entry. AI tools now support voice synthesis, environmental effects, and music generation—boosting realism and reducing production costs GitnuxZipDoWifiTalents
  • Computer Vision: Used in quality assurance and automated gameplay testing, especially at studios like Electronic Arts (EA).
  • AI-Enhanced Graphics: NVIDIA’s DLSS uses AI upscaling to deliver realistic graphics without slowing down performance.
  • GitHub Copilot for Code: Devs increasingly rely on tools like Copilot to speed coding. AI helps write repetitive code, refactor, or even spark new logic ideas Reddit.
  • Project Scoping Tools: AI tools can forecast delays and resource bottlenecks. Platforms like Tara AI use machine learning to forecast engineering tasks, timelines, and resources—helping game teams plan smarter Wikipedia. Also, by analyzing code commits and communication patterns, AI can flag when teams are drifting off track. This “AI project manager” approach is still in its early days, but it’s showing promise.

3. Benefits and Advantages

Companies adopting AI are seeing significant advantages:

  • Efficiency Gains & Cost Savings: AI reduces development time significantly—some estimates include 30–50% faster content creation or bug testing WifiTalents+1Gitnux. Ubisoft’s Commit Assistant reduces debugging time by predicting where code errors may occur.
  • Rapid Concept Ideation: Concept artists use AI to generate dozens of initial style options—then pick a few to polish with humans. Way faster than hand-sketching everything Reddit.
  • Creative Enhancement: Developers can shift time from repetitive tasks to innovation—allowing deeper storytelling and workflows PC GamerReddit.
  • Faster Testing Cycles: Automated QA, asset generation, and playtesting can slash both time and costs (some developers report half the animation workload gone) PatentPCVerified Market Reports. For example, EA’s automated bots simulate thousands of gameplay scenarios, accelerating testing.
  • Increased Player Engagement & Retention: AI keeps things fresh and fun with AI-driven adaptive difficulty, procedural content, and responsive NPCs boost immersion and retention—users report enhanced realism and engagement by 35–45% Gitnux+2Gitnux+2. Zynga uses AI to identify at-risk players and intervene with tailored offers to reduce churn.
  • Immersive Experiences: DLSS and AI-driven NPC behavior make games look better and feel more alive.
  • Revenue & Monetization: AI analytics enhance monetization strategies, increase ad effectiveness, and optimize in-game economies—improvements around 15–25% are reported Gitnux+1.
  • Global Reach & Accessibility: Faster localization and AI chat support reduce response times and broaden global player reach ZipDoGitnux+1.

For studios, these benefits and advantages translate to lower costs, faster release cycles, and stronger player engagement metrics, resulting in less expenses and more revenues.

4. Pitfalls and Challenges

Of course, it’s not all smooth sailing. Some issues include:

  • Bias in AI Systems: Poorly trained AI can unintentionally discriminate—for example, failing to fairly moderate online communities.
  • Failed Investments: AI tools can be expensive to build and maintain, and some studios have abandoned experiments when returns weren’t immediate.
  • Creativity vs. Automation: Overreliance on AI-generated content risks creating bland, formulaic games. There’s worry about AI replacing human creators or flooding the market with generic, AI-crafted content Financial Times.
  • Legal Risks, Ethics & Originality: Issues around data ownership, creative rights, and transparency are raising developer anxiety ReutersFinancial Times. Is AI stealing from artists? Activision’s Black Ops 6 faced backlash over generative assets, and Fortnite’s Vader stirred labor concerns WikipediaBusiness Insider.
  • Technical Limitations: Not all AI tools hit the mark technically. Early versions of NVIDIA’s G-Assist (now patched) had performance problems – it froze and tanked frame rates – but is a reminder that AI isn’t magic yet and comes with risks, especially for early integrators of new tools/solutions. Windows Central.
  • Speed vs. Quality: Rushing AI-generated code without proper QA can result in outages or bugs—human oversight still matters TechRadar.
  • Cost & Content Quality Concerns: While 94% of developers expect long-term cost reductions, upfront costs and measuring ROI remain challenges—especially given concerns over originality in AI-generated content ReutersPC Gamer.

In general, balancing innovation with human creativity remains a challenge.

5. The Future of AI in Gaming

Looking ahead, we can expect:

  • More Personalized Gameplay: Games that adapt in real-time to individual player styles.
  • Generative Storytelling: Entire narratives that shift based on player choices, powered by large language models.
  • AI Co-Creators: Game development may become a hybrid of human creativity and AI-assisted asset generation.
  • Smarter Communities: AI will help moderate toxic behavior at scale, creating safer online environments.
  • Games Created from Prompts: Imagine generating a mini-game just by describing it. That future is teased in surveys, though IP and ethics may slow adoption PC Gamer.
  • Fully Dynamic Games: AI-generated experiences based on user prompts may become a reality, enabling personalized game creation—but IP concerns may limit certain uses PC Gamer.
  • NPCs That Remember and Grow: AI characters that adapt, remember player choices, and evolve—like living game companions WIREDFinancial Times.
  • Cloud & AR/VR Boost Growth: AI will optimize streaming, drive immersive data-driven VR/AR experiences, and power e-sports analytics Verified Market ReportsGrand View Research.
  • Advanced NPCs & Narrative Systems: Expect smarter, emotionally adaptive NPCs and branching narratives shaped by AI AP NewsGitnux.
  • Industry Expansion: The AI in gaming market is projected to swell—from ~$1.2 billion in 2022 to anywhere between $5–8 billion by 2028, and up to $25 billion by 2030 GitnuxWifiTalents+1ZipDo.
  • Innovation Across Studios: Smaller indie developers continue experimenting freely with AI, while larger studios take a cautious, more curated approach Financial TimesThe Verge.
  • Streaming, VR/AR & E-sports Integration: AI-driven features—matching, avatar behavior, and live content moderation—will grow more sophisticated in live and virtual formats Gitnux+2Gitnux+2Windows Central.

With over 80% of gaming companies already investing in AI in some form, it’s clear that AI adoption is accelerating and will continue to grow. Survival without it will become impossible.

6. How Companies Can Stay Ahead

To thrive in this fast-changing environment, gaming companies should:

  • Invest in R&D: Experiment with generative AI, NPC intelligence, and new personalization engines. Become proficient in the key tools and technologies.
  • Focus on Ethics: Build AI responsibly, with safeguards against bias and toxicity.
  • Upskill Teams: Developers and project managers need to understand and use AI tools, not just traditional game engines.
  • Adopt Incrementally: Start with AI in QA and testing (low-risk, high-reward) before moving into core gameplay mechanics.
  • Start with High-ROI Use Cases: Begin with AI applications like testing, balancing, localization, and analytics—where benefits are most evident.
  • Blend AI with Human Creativity: Use AI to augment—not replace—human designers and writers. Leverage it to iterate faster, then fine-tune for quality.
  • Ensure IP and Ethical Compliance: Clearly disclose AI use, respect IP boundaries, and integrate transparency and ethics into development pipelines.
  • Monitor Tools & Stay Agile: AI tools evolve fast—stay informed, and be ready to pivot as platforms and capabilities shift.
  • Train Dev Teams: Encourage developers to explore AI assistants, generative tools, and optimization models so they can use them responsibly and creatively.
  • Focus on Player Trust: Transparently communicating AI usage helps mitigate player concerns around authenticity and originality.
  • Scale Intelligently: Use AI-powered analytics to understand player behavior—then refine content, economy, and retention strategies based on real data.

There will be some trial and error as companies move into the new landscape and try/adopt new technologies, but companies must adopt AI and become good at using it to stay competitive.

Final Word

AI isn’t replacing creativity in gaming—it’s amplifying it. From Ubisoft’s AI bug detection to Roblox’s generative tools and NVIDIA’s AI-enhanced graphics, the industry is already seeing massive gains. As studios continue blending human ingenuity with machine intelligence, the games of the future will be more immersive, personalized, and dynamic than anything we’ve seen before. But it’s clear, AI will not be an option for game development, it is a must. Companies will need to become proficient with the AI tools they choose and how they integrate them into the overall production cycle. They will also need to carefully choose partners that help them with AI implementations that are not done with in-house personnel.

This article is a part of an “AI in …” series that shares information about AI in various industries and business functions. Be on the lookout for future (and past) articles in the series.

Thanks for reading and good luck on your data (AI) journey!

Other “AI in …” articles in the series:

AI in Hospitality

Business Intelligence, Data Analysis, Data Development, Data Governance, Data Integration, Data Quality Assurance, Data Security, Data Strategy, Data Warehousing, Performance Tuning

Quality Assurance (QA) for Data Projects or Data Applications

This post discusses Quality Assurance (QA) activities for data projects.

What is Quality Assurance (QA)?  Simply put, Quality Assurance, also called QA, Testing or Validation, is about testing an application or solution to ensure that all the stated/promised/expected requirements are met. It is a critically important activity for all software application development or implementations. Data applications are no different. They need to be tested to ensure they work as intended.

QA stands between development and deployment. And QA makes the difference between a delivered product and a high quality delivered product.

There are a number of things to keep in mind when you plan your Quality Assurance activities for data solutions. I present some of them in this post as suggestions, considerations, or prompting questions. The things mentioned here will not apply to all data applications but can be used as a guide or a check.

People / Teams

The number of people and teams involved in a project will vary depending on the size, scope and complexity of the project.

The technical team building the application needs to perform an initial level of validation of the solution.

If there is a Quality Assurance team that performs the validation tasks, then that team will need to perform the “official” validation.

The business analysts and end-users of the application also need to validate. Where possible, work with as many end users as efficiently possible. The more real users you have testing the application, the better the chances of finding issues early.

Where it makes sense, Test IDs that simulate various types of users or groups should be used to help test various usage and security scenarios. This is particularly useful in automated testing.

On large projects where there is a lot to be tested, it is best to break up the testing across multiple people or teams. This will help to prevent testing fatigue and sloppy testing and result in higher quality testing.

Plan ahead to ensure that access for all the relevant users is set up in the testing environments.

Communication

With all the teams and people involved, it is important to have a plan for how they will communicate. Things to consider and have a plan for include:

  • How will teams communicate within? Email, Microsoft Teams, SharePoint, Shared Files, are some options.
  • How will the various teams involved communicate with each other? In other words, how will cross-team communication be handled? As above, Email, Microsoft Teams, SharePoint, Shared Files, are some options.
  • How will issues and status be communicated? Weekly meetings, Status emails or documents, Shared files available on shared spaces are options.
  • How will changes and resolutions be tracked? Files, SDLC applications, Change Management applications are options.
  • How will teams and individuals be notified when they need to perform a task? Manual communication or automated notifications from tools are options.

Data

The most important thing to ensure in data projects is that the data is high quality, particularly the “base” data set. If the base data is incorrect, everything built on top of it will be bad. Of course, the correctness of intermediate and user-facing data is also just as important, but the validation of the base data is critical to achieving the correct data all over.

  • Ensure that table counts, field counts and row counts of key data are correct.
  • Does the data warehouse data match the source data?
  • Test detailed, low level records with small samples of data
  • Test to ensure that the data and the values conform to what is expected. For example, ensuring that there is no data older than 3 years old, or ensuring that there are no account values outside a certain range. The Data Governance Team may become involved in these activities across all projects.

Next in line is the “intermediate” data such as derived metrics, aggregates, specialized subsets, and more. These will also need to be verified.

  • Are the calculated values correct?
  • Are the aggregates correct? Test aggregate data with small, medium and large sets of data
  • Verify metric calculations

Then the user-facing data or data prepared for self-service usage needs to be validated.

  • Does the data on the dashboard match the data in the database?
  • Are the KPIs correctly reflecting the status?

Test the full flow of the data. The validity of the data should be verified at each stage of the data flow – from the source, to the staging, to the final tables in the data warehouse, to aggregates or subsets, to the dashboard.

Take snapshots of key datasets or reports so you can compare results post data migration.

Some additional data prep might be needed in some cases.

  • These include making sure that you have sourced adequate data for testing. For example, if you need to test an annual trend, then it might be best to have at least a year’s worth of data, preferably two.
  • You may need to scramble or redact some data for testing. Often Test data is taken from the Production environment and then scrambled and/or redacted in order to not expose sensitive information.
  • You may need to temporarily load in data for testing. For various reasons, you may need to load some Production data into the QA environment just to test the solution or a particular feature and then remove the data after the testing is complete. While this can be time consuming, sometimes it’s necessary, and it’s good to be aware of the need early and make plans accordingly.

Aesthetics & Representation of Data

Presentation matters. Although the most critical thing is data correctness, how the data is presented is also very important. Good presentation helps with understanding, usability, and adoption. A few things to consider include:

  • Does the application, such as dashboard, look good?  Does it look right? 
  • Are the components laid out properly so that there is no overcrowding?
  • Are the logos, colors and fonts in line with company expectations?
  • Are proper chart options used to display the various types of data and metrics?
  • Is the information provided in a way that users can digest?

Usage

The data application or solution should be user friendly, preferably intuitive or at least have good documentation. The data must be useful to the intended audience, in that, it should help them to understand the information and make good decisions or take sensible actions based on it.

The application should present data in a manner that is effective – easy to access, and easy to understand.

The presentation should satisfy the analytic workflows of the various users. Users should be able to logically step through the application to find information at the appropriate level of detail that they need based on their role.

A few things that affect usability include:

  • Prompts – ensure that all the proper prompts or selections are available to users to slice and filter the data as necessary. And of course, verify that they work.
  • Drill downs and drill throughs – validate that users can drill-down and across data to find the information they need in a simple, logical manner.
  • Easy interrogation of the data – if the application is ad-hoc in nature, validate that users can navigate it or at least verify that the documentation is comprehensive enough for users to follow.

Security

Securing the application and its data so that only authorized users have access to it is critical.

Application security comprises of “authentication”– access to the application, and “authorization” – what a user is authorized to do when he or she accesses the application.

Authorization (what a user is authorized to do within the application) can be broken into “object security” – what objects or features a user has access to, and “data security” – what data elements a user has access to within the various objects or features.

For example, a user has access to an application (authenticated / can log in), and within the application the user has access to (authorized to see and use) 3 of 10 reports (object-level security). The user is not authorized to see the other 7 reports (object-level security) and, therefore, will not have access to them. Now, within the 3 reports that the user has access to, he or she can only see data related to 1 of 5 departments (data-level security).

All object-level and data-level security needs to be validated. This includes negative testing. Not only test to make sure that users have the access they need, but testing should also ensure that users do not have access that they should not have.

  • Data for testing should be scrambled or redacted as appropriate to protect it.
  • Some extremely sensitive data may need to be filtered out entirely.
  • Can all the appropriate users access the application?
  • Are non-authorized users blocked from accessing the application?
  • Can user see the data they should be able to see to perform their jobs?

Performance

Performance of the data solution is important to user efficiency and user adoption. If users cannot get the results they need in a timely manner, they will look elsewhere to get what they need. Even if they have no choice, a poorly performing application will result in wasted time and dollars.

A few things to consider for ensuring quality around performance:

  • Application usage – is the performance acceptable? Do the results get returned in an acceptable time?
  • Data Integration – is the load performance acceptable?
  • Data processing – can the application perform all the processing it needs to do in a reasonable amount of time?
  • Stress Testing – how is performance with many users? How is it with a lot data?
  • How is performance with various selections or with no selections at all?
  • Is ad-hoc usage setup to be flexible but avoid rogue analyses that may cripple the system?
  • Is real-time analysis needed and is the application quick enough?

These items need to be validated and any issues need to be reported to the appropriate teams for performance tuning before the application is released for general usage.

Methodology

Each organization, and even each team within an organization, will have a preferred methodology for application development and change management, including how they perform QA activities.

Some things to consider include:

  • Get QA resources involved in projects early so that they gain an early understanding of the requirements and the solutions to assess and plan how best to test.
  • When appropriate, do not wait until all testing is complete before notifying development teams of issue discovered. By notifying them early, this could make the difference between your project being on-time or late.
  • Create a test plan and test scripts – even if they are high-level.
  • Where possible, execute tasks in an agile, iterative manner.
  • Each environment will have unique rules and guidelines that need to be validated. For example, your application may have a special naming convention, color & font guidelines, special metadata items, and more. You need to validate that these rules and guidelines are followed.
  • Use a checklist to ensure that you validate with consistency from deliverable to deliverable
  • When the solution being developed is replacing an existing system or dataset, use the new and old solutions in parallel to validate the new against the old.
  • Document test results. All testing participants should document what has been tested and the results. This may be as simple as a checkmark or a “Done” status, but may also include things like data entered, screenshots, results, errors, and more.
  • Update the appropriate tracking tools (such as your SDLC or Change Management tools) to document changes and validation. These tools will vary from company to company, but it is best to have a trail of the development, testing, and release to production.
  • For each company and application, there will a specific, unique set of things that will need to be done. It is best if you have a standard test plan or test checklist to help you confirm that you have tested all important aspects and scenarios of the application.

This is not an all-encompassing coverage of Quality Assurance for data solutions, but I hope the article gives you enough information to get started or tips for improving what you currently have in place. You can share your questions, thoughts and input via comments to this post. Thanks for reading!