Valve has made changes to its guidance on how developers must disclose the use of artificial intelligence in their games. The company clarified that while many studios use AI-powered tools to help with efficiency, the main focus of their policy is on the use of generative AI to create content that players actually see and hear.
According to recent observations, Valve has updated its AI policy to make the rules clearer. The new guidance explains that studios using AI tools for things like code assistance may not need to disclose this usage. However, this exemption only applies if the game does not contain any generative AI assets. These assets could include music, artwork, narrative design, or localization that ships with the game.
The disclosure page on Steam now states that the company is aware that many modern game development environments have AI-powered tools built into them. Valve noted that gaining efficiency through these tools is not the main concern of this policy section. Instead, the policy is concerned with the use of AI in creating content that ships with the game and is consumed by players. This specifically includes content such as artwork, sound, narrative, and localization.
Developers are asked to answer a specific question regarding the use of AI. They must indicate ‘Yes’ or ‘No’ to the question: “Does this game use generative artificial intelligence to generate content for the game, either pre-rendered or live-generated?” This requirement covers the game itself, the store page, and any Steam community assets or marketing materials.
It remains to be seen exactly what qualifies as an “efficiency gain” versus what requires disclosure. However, the ultimate requirement for game makers publishing on Steam is that they must still tell players if they use AI to generate any content or marketing materials associated with their game.
One commenter described this update as a thoughtful middle ground that makes sense for developers. They noted that the way Valve has separated efficiency tools from actual content generation shows an understanding of how development teams actually work. It was also mentioned that it is refreshing to see a platform think through the nuances instead of just applying blanket policies.
The same commenter added that putting players first in these decisions feels like the right call. This sentiment suggests that the gaming community views the update as a balanced approach that protects consumer interests while allowing developers some flexibility in their workflow tools.
Towards the end of last year, Tim Sweeney from Epic Games criticized Valve’s requirement to disclose generative AI. Sweeney argued that Steam and other digital marketplaces need to drop the “Made with AI” label, stating that it no longer matters in the current landscape of game development.
Despite the ongoing discussions about AI policies, Valve’s platform continues to see massive growth. Recently, Steam crossed the 42 million concurrent user barrier, setting a new record for the platform. This milestone highlights the scale of the audience that these policies affect.
