An update to Steam’s policy reduces AI disclosure obligations, easing concerns about developer tools while maintaining transparency of art, audio, and narrative elements.
Steam clarified its position on AI in video games by updating the disclosure rules that developers must follow when publishing titles on the platform.
The review comes after months of debate within the industry over whether the use of generative AI should be publicly declared, especially as storefronts face increasing pressure to balance transparency with the practical realities of development.
Under the updated policy, disclosure requirements apply exclusively to AI-generated material consumed by players.
Artwork, audio, localization, narrative elements, marketing assets, and content viewable on a game’s Steam page fall within the scope, while AI tools used only during development remain outside of Valve’s interest.
Developers using code wizards, concept ideation tools, or AI-enabled software features without integrating the results into the final player experience no longer need to report such use.
Valve’s clarification signals a more nuanced position than previous guidelines introduced in 2024, which drew criticism for not reflecting how AI tools are used in modern workflows.
By formally separating player-facing content from internal efficiency tools, Steam recognizes common industry practices without unnecessarily expanding disclosure obligations.
The update reassures developers concerned about the stigma surrounding AI labels while maintaining transparency for consumers.
Although enforcement remains largely procedural, written clarification establishes clearer expectations and reduces uncertainty as generative technologies continue to shape game production.
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