In 2025, Artificial intelligence is no longer an abstract concept found in the realm of Sci-Fi. AI has arrived and is rapidly embedding itself into the fabric of digital entertainment. AI has the potential to impact everything from the way you play video games to how you interact with virtual content. Whether it’s an intelligent strategy game that adapts itself to your moves, or a streaming service that knows your tastes better than you do, we are sitting on the edge of an AI revolution.
So, what does this transformation really mean for you?
Artificial Intelligence in Gaming
You may not realise it, but video games have actually been incorporating AI models for decades. Today’s iterations, however, have advanced far beyond basic enemy pathfinding and scripted behaviour trees. Here in the 21st Century, we’ve seen game developers begin to leverage machine learning to craft more responsive and immersive experiences.
Take Ubisoft’s Ghostwriter AI tool, which assists game creators in generating dialogue ‘barks’ for NPCs. Instead of having to toil away at stringing code together to form generic, looping phrases, non-playable character dialogue generated through Ghostwriter was more natural and responsive, creating a far richer and realistic experience for gamers.
Then, there’s procedural content generation (PCG), in which AI is used to build dynamic environments in real-time. No Man’s Sky was one of the core games to pioneer this approach back in 2016, using AI to generate maps, challenges and loot distributions. The benefits of procedural generation for studios are vast, including freeing up human resources to improve productivity and creativity elsewhere.
AI-driven scaling is also creating customisable gaming experiences for the modern player. Remember the days of Easy, Medium and Hard settings? AI models have been developed that can dynamically adapt game difficulty to each individual player. The result? Hyper-engagement and a much more satisfactory user experience.
It’s not just video games that are being shaped by AI, either. One of the biggest successes of online gaming was to modernize traditional board, card and casino games for an increasingly digital-savvy audience.
Over the past few decades, we’ve seen Vegas-worthy games like electronic slot machines transformed into compelling experiences. The average adult gamer today can just as easily head to an online casino platform to enjoy the likes of Big Blue Bounty as they can login into Xbox Game Pass and play blockbuster hits like Avowed. The technology that’s been used to digitalise casino games has been pretty sophisticated—especially when you factor in provable fairness and security—so how exactly is AI going to improve on this?
Well, new trends emerging in the iGaming space are seeing operators using AI to tailor every aspect of the player journey, from user interface design, right the way through to bespoke offers and promotions and game recommendations. Artificial Intelligence could even playing its part in fostering responsible gaming among users, suggesting time, spending and game limits to players based on their unique financial situation.
Shifts in Content Streaming
Open up Netflix, Disney+ or Spotify, and you’ll already see the perfect example of AI at work in content streaming. Machine learning is curating your experience each and every time you login into these apps, pushing content based on your habits to keep you fully engaged. While this isn’t exactly new, the level of personalisation involved in this sector is certainly accelerating.
AI-generated content is another game-changer. Tools like OpenAI’s Sora are sophisticated enough to generate realistic video content – possibly hinting at a future where entire movies and TV shows could be developed through AI-generation. It’s old news now, but back in 2021 Warner Bros. began to test AI-generated trailers in a bid to reduce production time while maintaining quality. If not full shows, AI certainly has a role when it comes to making clips and promotions.
How Should the Industry Adapt?
The use of AI technology in entertainment, while progressive, nevertheless remains divisive. While AI-generated versions of characters, for example, showcase the potential for extending in-world lifespans, they nevertheless raise ethical concerns and potential conflicts surrounding digital likeness rights.
As for the future of AI in entertainment, all signs indicate that it’s here to stay. The emphasis, then, is on developers, streamers and content creators to use the tech in the most responsible ways possible. And for you, the audience, staying informed is your best strategy. Understanding how algorithms can influence your choices ensures you’ll remain an active participant, not just a passive consumer.
