Generative AI use may be hurting game sales on Steam

Large game studios are adopting generative AI in pursuit of productivity and efficiency, but resistance from players and developers may be translating into weaker commercial performance. Data analyst Ross Burton’s Game Oracle analysis examined Steam review counts as a proxy for sales, since AI usage is not reliably reported and Steam does not publicly disclose sales figures.

After accounting for factors such as luck, developer experience and skill, games that used AI, or at least disclosed AI use, received around 53% fewer reviews on Steam, suggesting they may have sold as much as 53% fewer units. Games with AI-generated content also posted lower player ratings, with a median review rating of 84.6% positive compared with 88.3% positive reviews for games without AI.

The negative correlation appeared stronger for games from large studios and publishers. Higher profile games also seemed more affected than lower-quality titles, leading Burton to characterize the pattern as a stigma tied to AI use. Backlash around Clair Obscur: Expedition 33, Crimson Desert and The Alters has added anecdotal support to that view.