On Steam, there is a small section that indicates whether a video game uses AI to generate certain types of content. Of course, this depends largely on the honesty of developers, who might try to hide such information. However, this system had another major issue — exactly which AI-generated content should be reported?
It seems Valve has finally answered that question: only the content that players actively experience should be disclosed.
What Steam’s New Rules Say
In other words, Steam’s AI content disclosure now excludes “behind-the-scenes” tools used during development, such as AI-assisted coding or production optimization systems. Instead, developers must only flag content that directly affects the player’s experience — for example, AI-generated graphics, music, sound effects, or writing. This includes both in-game content and marketing materials that players see, hear, or read.
The new rule applies to all AI-generated elements — whether pre-made before release or created in real time during gameplay. For instance, think of NPCs powered by AI that respond dynamically to player dialogue, such as in the game Where Winds Meet.
For real-time generated content, developers must also explain what safety systems are in place to prevent AI from producing illegal or inappropriate material. Steam now includes a reporting button within its overlay, allowing players to flag games that use real-time generative AI to create illegal content.
