Creative Studios and AI

The morning routine at King's Stockholm studio starts like countless other game development houses: coffee, stand-ups, creative briefs. But buried in the daily workflow is something extraordinary. Whilst designers and artists sketch out new puzzle mechanics for Candy Crush Saga, AI systems are simultaneously reworking thousands of older levels, tweaking difficulty curves and refreshing visual elements across more than 18,700 existing puzzles. The human team focuses on invention. The machines handle evolution. This isn't the dystopian AI takeover narrative we've been sold. It's something stranger and more nuanced: a hybrid creative organism where human imagination and machine capability intertwine in ways that challenge our fundamental assumptions about authorship, craft, and what it means to make things. Welcome to the new creative pipeline, where 90% of game developers already use AI in their workflows, according to 2025 research from Google Cloud surveying 615 developers across the U