The Guardian has an article containing short interviews with Peter Molyneux and Steve Grand, two people who have managed to put out commercial games (in one case arguably commercially successful as well) containing "real" AI. Interesting read. They're both essentially pushing the idea that as games get even prettier, the stupidity of current game "AI" will shine through more and more, and so the need for "real" AI will increase, not increase.
I say maybe. While Molyneux's games are a great source of inspiration it's possible that it and its likes will always constitute a niche market, and your average FPS, RTS or movie tie-in adventure will never benefit from a neural network or evolutionary algorithm. But I do hope that I'm wrong here.
Whichever the case, we can still use commercial games for academic research just the same, in order to help us understand natural and computational intelligence. And I think we should. Much more than today.