Valve Clarifies Steam AI Policy: Focus Shifts to Content Consumed

Valve has refined its AI disclosure policy for Steam, officially clarifying that developers are no longer required to report the use of AI-powered "efficiency tools" employed behind the scenes. The updated guidelines specify that the platform’s focus is now strictly on generative AI content that is directly "consumed by players," such as artwork, sound, text, and narrative elements. Backend utilities that do not appear in the final product, like coding assistants (e.g., GitHub Copilot), automated bug-checking software, or office productivity tools, are now explicitly exempt from mandatory disclosure. This move acknowledges the reality that generative AI has found its way into almost every piece of software professionals use today.

The modification to the content survey, spotted by industry analyst Simon Carless of GameDiscoverCo, aims to distinguish between internal development aids and assets that ship with the final game. The updated form states that "efficiency gains through the use of these tools are not the focus of this section." Instead, Valve is targeting "pre-made generative AI assets" that are directly experienced by the user. 

This change comes as a relief to many developers who faced confusion over whether using tools like Photoshop’s generative fill for internal concepts or ChatGPT for marketing spreadsheets required a warning label on their store page, as reported by PC Gamer. 

Transparency for Player-Facing Assets

Despite this exemption for efficiency tools, Valve maintains a transparent framework for content players actually see. Developers must still disclose AI usage in two specific categories: "Pre-generated" and "Live-generated" content. Pre-generated content covers assets created with AI prior to release, such as textures, voiceovers, or story text, which will be flagged in a public note on the Steam store page. 

Live-generated content refers to elements created by AI in real-time while the game is running. For this category, developers are required to implement safety guardrails to prevent illegal output and must support a Steam overlay feature that allows players to report offensive material immediately.

This policy adjustment arrives amidst a broader industry debate regarding AI transparency. Epic Games boss Tim Sweeney recently said that digital storefronts should stop using AI disclosure labels entirely, claiming that "AI will be involved in nearly all future production" anyway. However, consumers still want to know what they are buying. 

Valve’s new approach strikes a balance between these viewpoints: it avoids burdening developers with reporting non-player-facing tools while ensuring players remain informed about the creative assets they are purchasing. Even with the looser rules for coding tools, Valve reiterates strict liability standards. 

The company emphasizes that creators are fully responsible for ensuring that all reported AI content, whether pre-generated or live, does not violate copyright laws or contain illegal subject matter. The goal is to help players make informed purchasing decisions and keep the platform safe, without punishing developers for optimizing their workflow with modern software engineering aids.