Valve has updated its guidelines on how game developers must disclose the use of artificial intelligence on Steam. The company has clarified that developers do not need to mention the use of AI powered tools that only help speed up or assist the development process. Instead, the focus is now on AI generated content that is included in the final game and consumed by players.
The revised guidelines were spotted by an industry observer, who shared a screenshot of the updated generative AI disclosure form. The form states, “We are aware that many modern game development environments have AI powered tools built into them. Efficiency gains through the use of these tools is not the focus of this section.”
It further adds, “Instead, it is concerned with the use of AI in creating content that ships with your game, and is consumed by players. This includes content such as artwork, sound, narrative, localization, etc.”
What developers must still disclose
Developers are still required to reveal if they use generative AI to create content, whether it is pre rendered or generated live during gameplay. This applies to in game assets, the Steam store page, community assets, and marketing materials.
Studios must also explain how they use generative AI in a text box. This message will appear in the About This Game section on the Steam page. If AI is used to generate content or code during gameplay, that too must be clearly stated.
This update does not remove AI disclosures. It simply draws a clear line between AI tools that assist development and AI generated content that becomes part of the final product.
Growing debate around AI in games
The change comes as AI use in game development remains a sensitive topic. Many players criticise AI generated content, often calling it low quality. Some studios have faced backlash for using AI, even when it was only for early concept work.
One well known studio recently clarified that it will not use generative AI for concept art in its future projects. Its CEO said, “I know there’s been a lot of discussion about us using AI tools as part of concept art exploration. We already said this doesn’t mean the actual concept art is generated by AI but we understand it created confusion.”
Steam has required AI disclosures since 2024. For example, one game page states, “During the development process, we may use procedural and AI based tools to assist with content creation.” Another popular title notes, “Our team uses generative AI tools to help develop some in game assets.”
Both titles received criticism from players over AI generated elements.
Meanwhile, the head of a major game company has said that AI labels on storefronts make “no sense”, arguing that AI will soon be part of almost all game development.
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