A survey reveals that 51% of Japanese video game developers incorporate generative AI into their development processes

A recent study by the Computer Entertainment Supplier's Association (CESA), the organization behind the Tokyo Game Show, indicates that generative AI is being utilized by over half of Japanese game developers. The survey, which assessed 54 companies during June and July 2025, revealed that 51% of these firms incorporate AI, especially for creating visual elements like images and character art, story and text generation within games, and programming assistance, according to The Nikkei.

The CESA Video Game Industry Report for 2025 also notes that 32% of surveyed developers use AI to create in-house game development engines. Despite the small sample size, the survey covers prominent developers such as Capcom, Konami, Square Enix, FromSoftware, and Sega, along with smaller indie companies.

Meanwhile, Nintendo has expressed a cautious stance towards the adoption of generative AI. The company acknowledges AI’s significance but aims to provide unique value that AI technology alone cannot achieve. More details can be found in their statement here.

CESA plans to release a comprehensive report on AI usage within Japan's game development scene by the end of this year.

Additionally, industry leaders have voiced opinions on AI's growing role. Embracer CEO Phil Rogers has urged for the responsible and ethical application of generative AI. Testronic chief Sharon Baylay-Bell commented in an interview with GamesIndustry.biz on the importance of AI as a support tool rather than a solitary solution. Her insights are available in full here.