Henrik Engström
School of Informatics
Anna Syberfeldt
Professor of Production Engineering
Generative AI has rapidly become a tool for everything from image creation to storytelling. Now questions are arising about what the technology means for game studios – can it enhance creativity or does it risk stifling it? The research project “Creativity and productivity with Generative AI in game development” is being conducted in close collaboration with several game studios and aims both to deepen the understanding of AI in game development and to contribute with concrete solutions.
The joy of gaming for both creator and player
This research is important for understanding how generative AI should be used in game development in a way that preserves human expression and creativity. This is important not only for game developers to find satisfaction in their work, but also for players to enjoy the games.
Erik Sjöstrand, Lecturer in Computer Science
Generative AI (GAI) has quickly gained significant traction in areas such as art, music, storytelling, and idea development. The technology can serve as a creative support and help streamline work processes. At the same time, there are many concerns and uncertainties about how GAI can be used effectively. These relate both to the quality of what is produced, the working conditions of creators, and the legal and ethical issues surrounding the data used to train AI models.
Indie revolution followed previous crisis
Game development is a field where balancing productivity and creativity has long been central. Already in the early 2000s, there was talk of a creativity crisis, which contributed to the so-called indie revolution. Small development teams have historically driven innovation, but today they face new challenges—particularly regarding how GAI will impact the industry.
Differences in perceiving GAI
The project Creativity and productivity with Generative AI in game development investigates how GAI can be used by small and medium-sized game studios. The focus is on how the tools affect multidisciplinary teams and how the work environment changes with the introduction of GAI. Many game developers choose their profession for its creative freedom, and they risk losing job satisfaction if AI is used inappropriately. There are also differences in how various developer groups perceive GAI, which are important to take into account.
Four sub-studies
The research approach is design-science-based and conducted in close collaboration with game studios. The project includes four sub-studies:
- mapping the industry’s use of and attitudes toward GAI
- participant observations in development processes
- the creation of GAI-based tools
- the formulation and validation of design principles.
By combining theory and practice, the project aims to both deepen understanding of AI in game development and contribute concrete solutions.
