According to Vivrato, 97% of studio leaders in Europe and North America incorporate AI in some capacity during the development process

A staggering 97% of studio executives have integrated AI into their workflows, with 94% applying it to at least one of nine key production phases. These insights stem from a recent survey on AI usage carried out by Vivrato, a consulting agency, which engaged 101 studio leaders in Europe and North America between April and September 2026.

The study explored six AI types: generative AI, rules-based automation, finely calibrated models, traditional machine learning, retrieval-enhanced systems, and autonomous systems. Vivrato noted that studios might perceive generative AI differently from the broader scope of AI technologies.

AI finds its highest usage in code development and engineering tasks (engine, tools, and gameplay coding) at 86%. Following this, 83% of studios employ AI for general tasks such as documentation and meeting management, while 79% utilize it for conceptual work and initial planning.

Usage drops to 68% in design and prototyping (focusing on mechanics and features), and art, along with animation (characters, scenes, motion capture) are employed by 60% of respondents. AI is utilized by more than half of the studios in testing and quality assurance, as well as in story creation and world design. The least AI penetration is seen in analytics, player data processing, and monetization processes.

Despite high adoption rates, over half of those surveyed rated their AI integration effectiveness within their full production pipeline as a three or less out of ten.

European studios are ahead in AI integration, with an average pipeline depth of 4.2 compared to 3.5 in North America. They lead in implementing AI in coding, engineering, prototyping, art, and analytics.

Vivrato’s founder and CEO Adam Boyes commented that the industry’s focus has shifted. With widespread AI adoption, studios are now assessing where it benefits them, the changes it brings, and the challenges it poses.

Boyes observed that discussions on AI in gaming often focus on generative AI, including chatbots and synthetic voices. However, studios apply diverse AI approaches, such as machine learning to anticipate player behavior and automation for testing, each yielding different outcomes. He emphasized the need to establish a clear foundation for AI use in the industry.

Earlier this week, Anna Poulter-Jones from Sheridans shared a summary of existing AI regulations affecting game development.