Valve previously implemented a rule that forced developers to disclose their use of generative AI in any games published on Steam. This new guidelines required developers to disclose generative AI use when it resulted in AI-generated content in the game itself—AI-generated images, textures, or 3D models, for example—or when the game was actively using AI to generate new content during gameplay. Now, Steam has apparently updated its generative-AI disclosure system (via Simon Carless on LinkedIn) to be clearer and to add nuance to the discussion, especially given the rise in popularity of AI code helpers and similar tools. Developers will still need to disclose all AI-generated content in their games, and Valve will still display the disclosure on the game’s Steam Store page.
The Steam AI disclosure form now specifically makes reference to AI efficiency tools, stating that “efficiency gains through the use of these tools is not the focus of this section,” and goes on to explain that it is only concerned with AI-generated content that is directly consumed by players. This means in-game content, like artwork, sound, narrative, localization, and other in-game assets, and anything that appears on the Steam Store, such as marketing assets and content on the Steam Community page. Notably Valve still calls out the use of live generative AI and all the potential safety and copyright risks involved in that. It still also makes it clear that developers are responsible for any AI-generated content in their games or on their Steam Store pages.
