Valve, the digital storefront giant behind Steam, recently adjusted its artificial intelligence disclosure policy, signaling a nuanced approach to AI integration in game development. Developers are now primarily required to declare AI use when it involves generating in-game content or marketing assets, rather than for general efficiency gains during production.
This recalibration marks a significant shift from previous guidelines, which mandated broader disclosure of AI tools. The move comes amidst an ongoing industry-wide debate about AI’s role, with developers grappling with both its potential and the ethical considerations involved. As reported by gamesindustry.biz, the clarification aims to streamline the process for studios.
For years, Valve has navigated the complex landscape of emerging technologies, initially taking a more cautious stance on AI-generated content. However, the rapid proliferation of AI-powered tools across the creative industries has necessitated a more pragmatic regulatory framework for its vast Steam ecosystem.
Understanding Steam’s updated AI disclosure requirements
Under the revised Steam AI policy, the core focus for disclosure lies squarely on content generation. Developers must now explicitly state if AI has been used to create elements that ship with their game and are consumed by players. This includes various forms of content such as artwork, sound, narrative, and localization. Furthermore, if a game itself generates AI content, this too requires clear disclosure.
Crucially, Valve has clarified that AI used for “efficiency gains” within the development process does not fall under the new disclosure requirements. This means studios using AI-powered tools for tasks like code optimization, debugging, or other internal workflow improvements are not mandated to report these instances. Valve explained on its updated AI disclosure page that the intent is not to regulate AI-powered development tools, but rather player-facing content.
The company stated, “Efficiency gains through the use of these tools is not the focus of this section. Instead, it is concerned with the use of AI in creating content that ships with your game, and is consumed by players.” This distinction offers developers more latitude in their internal processes while maintaining transparency about the game’s final output.
The evolving landscape of AI in game development
Valve’s updated stance reflects a broader industry movement towards integrating artificial intelligence more deeply into game creation. Major companies like Nexon and Krafton have openly embraced generative AI in their development pipelines, signaling a growing acceptance and reliance on these technologies. This trend underscores the increasing sophistication and accessibility of AI tools for creative endeavors.
However, the ethical and practical implications of AI use remain a hot topic. Epic Games CEO Tim Sweeney, for instance, argued that platforms should not be labeling AI-created projects, suggesting that AI will soon be ubiquitous in game production, making such distinctions less meaningful. This perspective highlights the ongoing debate about how to best categorize and communicate AI involvement to consumers.
Research from Totally Human Media in July 2025 revealed a significant increase in AI adoption on Steam, with 7% of games disclosing the use of generative AI in their development. This figure marks a substantial jump from just 1.1% the previous year, illustrating the rapid acceleration of AI integration into the gaming market. Valve has generally allowed the vast majority of games using AI on its platform since January 2024, provided developers disclose its use.
This updated stance by Valve reflects a pragmatic adaptation to the accelerating integration of AI in creative workflows. It aims to provide clarity for developers while maintaining player transparency regarding content origins. As AI tools continue to advance, the industry will undoubtedly keep refining its approaches to ethical use and disclosure, ensuring a balance between innovation and consumer trust on platforms like Steam.
