Valve has announced a complete overhaul of its policies regarding the use of generative artificial intelligence in games on the Steam platform. The main change establishes a new transparency requirement, forcing developers to inform players about any AI-generated content that is present in the final game experience, whether visually, soundly or narratively.
The update aims to simplify the submission process for studios while providing more clarity for consumers. With the new rule, the use of AI tools behind the scenes of development, such as programming assistants or marketing optimization, no longer needs to be declared, with disclosure focusing only on what directly impacts the user.
This measure takes effect immediately for all new releases and updates. Legal responsibility for generated content, including copyright verification and compliance with community guidelines, lies entirely with the developers, who can have their games removed from the platform in case of proven violations.
What changes in disclosure to developers
The most significant change to the submission guidelines focuses exclusively on the final product that reaches the consumer. The previous rules, implemented in 2024, were broader and caused confusion, resulting in unnecessary statements about the use of AI in internal processes that did not affect gameplay.
Now, disclosure becomes mandatory only when technology is used to create elements with which players interact directly. Isso includes textures, character models, NPC dialogue, soundtracks, or any other visible or audible component within the game.
| Year | Titles with AI disclosure |
|---|---|
| 2024 | ~1,000 |
| 2025 (1st semester) | ~8,000 |
The developer community has positively welcomed the change as it allows the use of code wizards and other productivity tools without the need to add notices on the store page. Valve argues that the objective is to inform the buyer about what he is purchasing, and not about the internal construction methods of the product.
The Steam submission form has been updated to include specific sections where creators must detail how the technology was applied. Essa description will be clearly displayed on the game page, ensuring consumers can make an informed purchasing decision.
Criteria for mandatory AI declaration
Developers must report to Steam the use of AI in two main categories of content. The first covers pre-generated materials, which are created during the development phase and then integrated into the game as fixed resources. Isso could involve artwork, 3D models, music or scripts that were generated by an AI and finalized by the team.
The second category, considered to be more complex, is content generated in real time, known as “runtime”. In Nesses cases, the AI creates or modifies elements dynamically while the game is in progress, such as missions that adapt to the player’s style, NPC dialogues that are never repeated, or scenarios that change with each new session.
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Production tools exempt from notification
The new policy explicitly exempts a wide range of AI tools that optimize studio workflows but do not contribute direct content to the final version of the game. A prominent example are programming wizards, such as Copilot and other similar platforms, which are used to generate, debug or optimize blocks of code. The use of these resources does not need to be disclosed, as they function as support for the programmer, not as a content creator for the player. Da Likewise, image editing software that employs AI for internal tasks, such as generative filling to create concept art that serves only as inspiration, is also exempt. The rule extends to chatbots used to organize marketing spreadsheets or to optimize management processes, recognizing that such applications are part of the modern workplace and do not directly affect the end user experience, eliminating unnecessary bureaucracy.
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Legal responsibility and the role of studios
Valve made it explicit that, by offering more flexibility in the use of AI, the responsibility for verifying all generated content is transferred entirely to developers. The platform will not pre-audit AI-created materials.
Studios must ensure that there is no copyright infringement, plagiarism or the inclusion of illegal material. Jogos who receive valid reports of violations may be removed from the store immediately.
Improvement of the reporting system
To support the new accountability policy, Valve implemented a more accessible and detailed reporting system. Players can now use a specific function directly in Steam Overlay to report content they consider problematic or suspicious.
This tool allows the community to act as an additional layer of oversight, reporting in real time possible violations related to the use of AI, such as the generation of offensive or plagiarized content.
Complaints will be analyzed by the Steam moderation team, which will take the appropriate measures, ensuring that the process is more agile and effective to maintain the integrity of the platform’s ecosystem.
Growth scenario and technology adoption
The decision to refine the rules follows the exponential growth in the use of AI in the gaming industry. Dados from Steam itself indicate a significant increase in the number of titles that declared the use of the technology in recent months.
This growth reflects the democratization of AI tools, which allow studios of all sizes to create visual, sound and narrative assets with reduced costs and deadlines, driving innovation in the sector.
Evolution of policies since their creation
The first guidelines on AI in Steam were introduced in early 2024, as an initial response to the legal and ethical uncertainties of the technology. The current redesign is a direct result of ongoing feedback from the developer community, which called for greater specificity to avoid ambiguity.