Valve has made minor adjustments to its AI disclosure requirements for games on Steam

Valve, a leading force in PC gaming, has revised its AI policy on Steam, requiring developers to disclose the use of AI in content generation for games and marketing. This update, identified by GameDiscoverCo's Simon Carless, mandates disclosure only when AI is involved in creating game or promotional assets. Developers must provide text descriptions of the AI-generated content.

Additionally, if a game's AI generates content during gameplay, that too needs to be declared. However, Valve has relaxed the rules regarding AI use purely for development efficiency, excluding this from the mandatory disclosure. The company acknowledged that AI tools are prevalent in modern game development but emphasized that their interest is in AI-generated content players interact with, such as graphics, audio, stories, and translations.

These changes coincide with widespread industry discussions about AI's role in game development. Companies like Nexon and Krafton are increasingly using AI to create content. While Valve now permits most AI-integrated games on Steam from January 2024, they still require developers to disclose AI's application. Previously, Valve took a stricter stance towards AI technology.

By the end of 2025, Epic Games CEO Tim Sweeney expressed that platforms should stop labeling AI-created games, arguing it is irrelevant as AI will be integral to future game production. In July 2025, Totally Human Media research noted a rise in AI disclosure on Steam, with 7% of games acknowledging AI use, a significant increase from 1.1% in prior years.