Generative AI has become one of the messiest topics in modern game development discourse. Players demand transparency while studios keep pushing the tech’s usage throughout their pipeline. As the debate drags on, platforms have begun setting their own rules. In Valve’s case, it seems it has quietly updated Steam‘s generative AI disclosure policy. The changes now distinguish between AI-generated content that ships with a game and AI tools used during development.
Highlighted by GameDiscoverCo, the updated developer disclosure form breaks AI use into clearer categories rather than lumping everything under a single blanket question. Developers are now asked whether generative AI is used to:
- Generate pre-rendered content for the game and marketing materials.
- Generate live content and/or code during gameplay.
What Steam explicitly de-emphasizes, however, is AI used behind the scenes. Valve states that ‘efficiency gains through the use of AI-powered tools’ are not the focus of the developer disclosure. Instead, the form is more concerned with AI used to generate content that ‘ships with your game, and is consumed by players.’
We are aware that many modern game development environments have AI powered tools built into them. 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 includes content such as artwork, sound, narrative, localization, etc.
Put more simply, perhaps Steam is drawing the line at what actually makes it into the final product. Developers don’t need to explain every AI-assisted workflow they used along the way. Only whether AI was responsible for creating content — or slop — that players will see, hear, read, or interact with.
Valve’s stance on the whole AI discourse seems pretty clear with this Steam policy change. If AI ends up on the screen, players should know about it. If it stays behind the screen, it probably doesn’t need a label.
