Valve Eases AI Disclosure Rules on Steam
Valve has revised its AI disclosure policy for Steam. The new rules require developers to disclose the use of AI technology only in specific instances related to content generation. This change was noted by industry expert Simon Carless from GameDiscoverCo.
New Disclosure Requirements for Developers
According to the updated policy, developers must indicate whether they employ AI to create content. This includes game assets or marketing materials. Furthermore, they need to provide a text description outlining what has been generated. Developers are also asked to reveal if their games autonomously generate AI content.
Changes in Development Process Transparency
Valve has taken a more lenient stance regarding the use of AI in game development. While it still expects studios to disclose AI usage in asset creation, it has eliminated the requirement to disclose AI’s role in improving efficiency. Valve acknowledged that many modern game development environments integrate AI-powered tools. However, the focus is on AI’s contribution to the content available to players.
Valve emphasized that the key concern is about AI’s role in producing elements like artwork, sound, narratives, and localization within games.
Industry Context and Trends
This policy update aligns with a broader conversation in the gaming industry regarding the integration of artificial intelligence in development processes. Notable companies, such as Nexon and Krafton, have fully integrated generative AI into their game development strategies.
Valve has allowed “the vast majority of games” utilizing AI on its Steam platform since January 2024, enforcing strict disclosures. Previously, Valve adopted a more cautious approach to AI technology.
Industry Opinions and Statistics
In a statement from late 2025, Epic Games CEO Tim Sweeney criticized platforms like Steam. He argued that labeling AI-created projects was illogical, considering that AI is becoming integral to almost all future game production.
A study conducted by Totally Human Media in July 2025 revealed that 7% of games on Steam disclosed the use of generative AI. This figure is notable, rising from just 1.1% in the prior year.
These policy changes reflect Valve’s responsiveness to evolving technologies and the shifting landscape of game development.
