Artificial intelligence continues to dominate conversations across the games industry. From development tools like Ziva to content generation, AI is often presented as the next major leap forward. But according to new insights from Keywords Studios, the reality is far more measured.
Jon Gibson, Head of Transformation at Keywords Studios, has offered a candid assessment after extensive internal testing: despite evaluating around 500 AI tools, only a small handful are truly making a meaningful impact in real production environments.
For an industry known for innovation, that's a sobering reminder that not every technological breakthrough translates into practical value.
The Gap Between Potential and PracticeThere's no doubt that AI has attracted significant investment and attention. However, Gibson points to a critical disconnect between what these tools promise and what they actually deliver when integrated into real-world workflows.
'Everyone's focusing on building better AI, and no-one's really focusing on how to use it in a live production environment,' Gibson told The Game Business.
Rather than focusing on usability, many tools are still in what Gibson describes as an early, unstructured phase.
'AI feels like it's in the chaos phase right now. And we need to move to the usable phase. How do we use AI in live production environments? How do we use AI in a way where it complements teams rather than potentially threatens teams? And also how do we use it in a context where it's governed, it's controlled, it's IP safe, it's legally safe, it's ethically and morally safe?'
These concerns go beyond efficiency—they touch on stewardship, responsibility, and how technology should serve people rather than replace or undermine them.
When "Impressive" Isn't EnoughMany AI tools shine in demonstrations. They produce impressive outputs, generate excitement, and promise to streamline development. But game development is rarely clean or predictable.
In practice, developers need tools that are:
●Consistent
●Reliable
●Easy to integrate into existing workflows
Without these qualities, even the most advanced tools can struggle to deliver lasting value. What looks impressive in isolation doesn't always stand up under the pressure of real production demands.
A Question of PrioritiesGibson highlights a deeper issue within the industry: a focus on novelty rather than necessity.
'A lot of people focus on what's cool. They focus on the tool itself or the model itself, rather than what they're trying to do,'.
'A company will use a tool or build a tool without a specific use case and try and cram it into their production pipelines, rather than flipping that problem around and saying: "What are our pain points? What are we trying to solve?" And then building a tool against that.'
This approach can lead to wasted effort and confusion, as teams attempt to adapt their processes around tools that weren't designed with their real needs in mind.
Too Much Noise, Not Enough DirectionTesting hundreds of AI tools only to adopt a few highlights a broader challenge: the industry is flooded with options, but lacking clear strategy.
Instead of guiding teams forward, this abundance can create uncertainty. Without a defined purpose or framework, AI risks becoming more of a distraction than a solution.
Growing Concerns Among DevelopersAs AI becomes more visible, concerns within the development community are also increasing.
'That statistic of 52% of developers being concerned about the usage of AI, that's gone up every year for the last three years,' Gibson said.
'As AI tools and AI models and AI technology has become more prevalent, the lack of understanding and the concern has increased.'
When technology is introduced without clarity or transparency, it's natural for people to question its purpose and impact—especially when it touches on creativity, livelihoods, and long-term industry direction.
A Call for Thoughtful ImplementationGibson's message isn't anti-AI—it's a call for wisdom in how it's applied.
'Until we're able to work out how to meaningfully build this technology into production pipelines in a way that is safe, in a way that adds value, in a way that complements the talent that already exists in this industry, and doesn't threaten that talent, I think there's always going to be that level of concern.'
In many ways, this reflects a broader principle: tools are only as valuable as the way they are used. For AI to truly benefit the games industry, it must support developers, respect creative work, and operate within clear ethical boundaries.
Looking AheadThe excitement around AI in gaming isn't going away. But as this insight from Keywords Studios shows, progress isn't just about building more powerful tools—it's about using them wisely.
Until AI proves itself in real production environments, skepticism will remain. And perhaps that's not a bad thing. It encourages the industry to slow down, ask better questions, and ensure that innovation serves both creators and players in meaningful ways.