Valve Updates Steam Rules on AI Use Disclosure

Valve has updated Steam's rules and significantly rewritten the requirements for how developers must disclose the use of generative AI in their games. The company has clarified the wording and drawn a clearer line between different types of AI tools.

The main change concerns AI-based tools. This refers to solutions like coding assistants or other tools that speed up a team's work. Valve has explicitly stated that such technologies do not require separate disclosure.

Mandatory notification is still required in two cases. The first is when AI creates content for the game itself, its store page, or marketing materials. The second is when generation occurs directly during gameplay and affects images, sound, text, or other elements.

Recall that since 2024, Steam has been asking developers to disclose the use of generative AI and write about it on the product page in a separate section. Since then, the number of such notices has increased noticeably. According to analysts' estimates, in the first half of 2025 alone, the authors of almost 8,000 games admitted to using AI, whereas for the entire year of 2024, there were about a thousand such projects. However, the actual numbers are likely higher. Disclosure remains voluntary, and not all studios talk about using generative models in the production process.

Interest in AI within the industry is also changing. According to a GDC survey, 52% of developers work in companies that use such tools. However, enthusiasm is waning: the share of studios interested in implementing them has dropped to 9%, while the number of those who see no value in AI has risen to 27%.