Valve has considerably rewritten Steam’s pointers for a way builders should disclose the usage of generative AI of their video video games.
As noticed by GameDiscoverCo’s Simon Carless, Valve has made it clearer that ‘AI-powered instruments’ reminiscent of code helpers don’t require a disclosure, and that “effectivity positive aspects by the usage of [AI-powered dev tools] just isn’t the main focus” of its efforts.
The primary of the 2 varieties of AI use that builders should disclose is “AI to generate content material for the sport”, whether or not that’s inside the recreation, on its retailer web page, or in advertising supplies.
The second is “AI content material generated throughout gameplay” and whether or not the sport in query generates AI-created “photos, audio, textual content, and different content material”.
Since 2024, Valve has required builders to reveal on Steam whether or not generative AI was used within the creation of their video games. This then seems on the sport’s retailer web page in a piece known as ‘AI Generated Content material Disclosure’.
In July 2025, an evaluation discovered that almost 8,000 titles launched on Steam within the first six months of 2025 had disclosed the usage of generative AI, in comparison with round 1,000 throughout the entirety of 2024.
Nevertheless, though Steam requires video games that use generative AI of their growth to reveal the use, such disclosures are voluntary, so the precise variety of video games created utilizing GenAI is probably going increased than the 8,000 determine.
In accordance with final yr’s Sport Builders Convention survey, a majority (52%) of builders reported working at firms that make the most of generative AI instruments.
Nevertheless, as utilization has gone up, curiosity has gone down. 9% of builders surveyed stated their firms had been thinking about generative AI instruments, down from 15% final yr. 27% stated their firms had little interest in utilizing them, a 9-point enhance from 2024.
