Vivrato: 97% of studio leaders use AI in some form during development in EU and North America

A new report by consultancy Vivrato reveals that 94% of studio leaders in Europe and North America have employed AI in at least one of nine production stages during development. The findings are based on 101 interviews conducted between April and September 2026, covering six AI types including generative AI, rules-based automation, and machine learning. The report highlights that AI adoption is not limited to a single function but spans multiple stages of game production.

AI is most frequently used in code and engineering, with 86% of studios applying it in areas such as engine tools and gameplay code. General productivity tasks, including documentation and planning, follow at 83%, while concept and pre-production stages see 79% adoption. Design and prototyping, as well as art and animation, report lower but still significant usage rates of 68% and 60% respectively.

Adoption rates for QA and testing, narrative and world-building exceed 50%, but analytics, player data, LiveOps, and monetisation remain below that threshold. European studios demonstrate deeper integration, rating their pipeline AI use at 4.2 out of 10 compared to 3.5 in North America. The report suggests European studios lead in AI application across multiple production stages.

Vivrato founder and CEO Adam Boyes noted that while most studios now use AI, the focus has shifted to identifying where it adds value and where challenges persist. He emphasized that AI in games extends beyond generative tools to include predictive analytics and automation, underscoring the need for a clearer understanding of its varied applications.