Valve updates AI disclosure policy but still requires notification about generative AI

Valve updated its AI disclosure guidelines, clarifying that while developers using "AI-powered tools" for "efficiency gains" don't necessarily need to declare this, they must still notify if generative AI is used in games.

As GameDiscoverCo noted, Valve amended its policy by clearly stating that studios using "AI-powered tools" like code assistants don't need to disclose this information if the content "that ships with the game" contains no generative AI assets – music, artwork, narrative design, or localization.

We know that many modern game development environments have built-in AI-powered tools. 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.

Developers are then asked to answer "Yes" or "No" to the question:

Does this game use generative artificial intelligence to generate content for the game, either pre-rendered or live-generated? This includes the game itself, store page, any Steam community materials, or marketing materials.

What exactly qualifies as "efficiency gains" versus what doesn't remains to be determined, but ultimately developers publishing on Steam are still required to inform players if they use AI to generate content or Steam marketing materials.

As one gamer noted in the discussion:

This feels like a really thoughtful middle ground that actually makes sense for developers. the way they've separated efficiency tools from actual content generation shows they understand how teams actually work. it's refreshing to see a platform think through the nuances instead of just blanket policies, and putting players first in these decisions feels like the right call.

Late last year, Epic Games CEO Tim Sweeney criticized Valve's requirement to disclose generative AI, claiming Steam and all digital stores should drop the "Made with AI" label as it no longer matters.