Artificial intelligence is reshaping how games are developed and published on Steam, but a new study suggests it has not become the shortcut to commercial success that many expected.
An analysis of more than 53,000 Steam games found that titles using AI account for the majority of recent growth in new releases, yet only a small percentage generate meaningful revenue.
The research was conducted by Sulka Haro, CEO of Mainframe Industries and former lead designer of Habbo Hotel. Haro analyzed every Steam game released between July 2023 and July 2026, examining AI disclosure labels, estimated revenue, and developer statements about AI-generated content.
AI-powered releases continue to grow on Steam
Valve introduced mandatory AI-Generated Content Disclosure sections for Steam store pages in 2024. Since then, games carrying the disclosure have increased rapidly.
According to Haro,
“Depending on the window you pick, 60–90% of the growth in monthly Steam releases is AI-flagged games.”
The data show AI-disclosed games accounted for 10.9% of Steam releases in 2024, rising to 19.9% in 2025, before reaching 30.8% in 2026. During the same period, monthly AI-tagged releases climbed to roughly 530 games, while non-AI releases also increased, though at a much slower pace.
Despite the sharp increase in AI-assisted projects, the study concludes that AI has not improved a game’s chances of commercial success.
Haro explained,
“Almost none of them make money – because almost no games do.”
The analysis found that Steam remains an extremely hit-driven marketplace, with the top 1% of games accounting for approximately 94% of estimated revenue, regardless of whether AI was used during development.
In the first quarter of 2026, AI-disclosed titles represented 28% of new releases but generated only 17% of estimated sales. During the second quarter, they accounted for 33% of releases but just 10% of estimated revenue.
One notable exception came in late 2025 when ARC Raiders, which carries an AI disclosure, became a major commercial success and temporarily boosted AI-related revenue statistics.
AI remains a tool rather than a replacement for developers
Haro cautioned against drawing overly broad conclusions from the data, emphasizing that successful games still require experienced developers and strong creative direction.
He wrote,
“AI tooling is just that – making a great game still takes a great team with a vision.”
His broader conclusion was that most AI-disclosed games come from small independent teams, which have historically faced difficulties standing out on Steam regardless of whether AI tools are involved.
The study also points to high-profile projects like Crimson Desert and ARC Raiders as examples of games that include AI disclosures but were already years into development before generative AI became widely available.
Rather than proving AI can replace traditional game development, the findings suggest it has primarily lowered the barrier to publishing more games on Steam. However, creating a commercially successful title still depends on strong design, execution, and player appeal rather than AI assistance alone.
