Generative AI is already part of the workflow for 85.8% of game developers in Japan, according to a survey by the Computer Entertainment Supplier's Association (CESA).The figure marks a significant increase from the organization’s previous survey. In 2025, 51% of respondents said they used generative AI tools; in 2026, the technology’s presence rose to more than eight in ten participants.Among developers who use generative AI, 63% said they turn to these tools daily. Another 22.8% said they use them only occasionally.The survey does not specify which models are being used or how individual studios apply the technology. Even so, most professionals said they avoid directly using AI-generated assets. Their stated focus is on making production processes more efficient.Generative AI is no longer an exception in Japan’s game development industry. Its growing adoption, however, continues to fuel debate over creative freedom and artistic integrity in game projects.Generative AI models are trained on existing works, often without authorization, and that origin has led to criticism of the technology’s use at any stage of the creative process. For some participants in the debate, even using AI for internal processes can affect a game’s artistic identity.CESA’s official members include major companies from Japan’s games industry, including Capcom, Square Enix, SEGA, Konami, Koei Tecmo and Sony. With adoption growing between 2025 and 2026, the association’s next survey should show whether generative AI will continue expanding its presence in the country’s studios.
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