Valve has significantly rewritten Steam’s guidelines for how developers must disclose the use of generative AI in video games.
As GameDiscoverCo’s Simon Carless pointed out, Valve says that “AI-powered tools” such as code helpers do not require disclosure, and that “efficiency is [AI-powered dev tools] is not the focus of that effort. ”
The first of two types of AI use that developers must disclose is “the AI that generates the game’s content,” whether in-game, on store pages, or in marketing materials.
The second is “AI content generated during gameplay,” which is whether the game in question generates “images, audio, text, or other content” created by AI.
Starting in 2024, Valve will require developers to disclose on Steam whether generative AI was used to create their games. This will appear on your game’s store page in a section called “Disclosure of AI-generated content.”
A July 2025 analysis revealed the use of generative AI in approximately 8,000 titles released on Steam in the first six months of 2025, compared to approximately 1,000 titles in all of 2024.
However, while Steam requires games that use GenAI in development to disclose their use, such disclosure is voluntary, so the actual number of games created using GenAI is likely higher than the 8,000 figure.
According to a survey from last year’s Game Developers Conference, the majority (52%) of developers reported working for companies that utilize generative AI tools.
But as my usage increased, my curiosity decreased. 9% of developers surveyed said their company is interested in generative AI tools, down from 15% last year. 27% say their company is not interested in using them, an increase of 9 points from 2024.
