Valve has implemented significant revisions to the guidelines governing how developers disclose the use of generative artificial intelligence (AI) in their video games on Steam. As noted by GameDiscoverCo’s Simon Carless, the company has clarified that developers are not required to disclose the use of “AI-powered tools” such as code assistants. The emphasis of these guidelines is not on “efficiency gains through the use of [AI-powered dev tools],” but rather on the content generation aspects of AI.
Under the updated guidelines, there are two primary categories of AI usage that developers must disclose. The first category pertains to the use of AI for content generation, whether that content appears within the game itself, on its store page, or in any marketing materials. The second category involves AI-generated content that occurs during gameplay, including the creation of images, audio, text, and other forms of content by the AI.
Since 2024, Steam has required developers to indicate whether generative AI was utilized in the development of their games, with this information appearing in a dedicated section labeled ‘AI Generated Content Disclosure’ on the game’s store page. An analysis conducted in July 2025 revealed that nearly 8,000 titles released on Steam in the first half of 2025 disclosed the use of generative AI—a significant increase from approximately 1,000 disclosures throughout all of 2024.
Despite these mandatory disclosures for games utilizing generative AI, they remain voluntary. Consequently, the actual number of games incorporating generative AI in their development is likely higher than the reported 8,000 titles. According to a recent survey conducted during the Game Developers Conference, a majority of developers—52%—reported that their companies actively utilize generative AI tools. However, interest in these tools appears to be waning; only 9% of developers expressed interest in generative AI tools, a decline from 15% the previous year. Additionally, 27% indicated that their companies were uninterested in adopting these technologies, representing a 9-point increase from 2024.
This shift in attitude towards generative AI tools may reflect broader trends in the gaming industry and technological innovation. As developers navigate an increasingly complex landscape of content creation, the importance of transparency in the use of AI technologies becomes ever more pronounced. Steam’s guidelines aim to address this need, ensuring consumers are informed about the role that AI plays in the games they choose to purchase.
Looking ahead, the evolving relationship between gaming and AI technology is likely to continue attracting scrutiny from both developers and consumers. As more games integrate AI in various capacities, the implications for creative processes, gameplay experiences, and industry standards will unfold. With generative AI tools becoming more prevalent, the gaming community is poised at a pivotal moment that could reshape not only game development but also the players’ experiences.
For further information on Valve’s policies, you can visit their official website at Valve. Insights into the broader implications of AI in gaming can be explored through the Game Developers Conference at GDC.
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