Steam Updates Guidelines on Games Using Artificial Intelligence

Valve has recently modified the Steam guidelines regarding the use of artificial intelligence (AI) in games, reshaping how developers must communicate this technology. The new guidelines outline when AI should be disclosed and relax the requirements for internal tools used in development.

The focus now is on the AI-generated content that reaches the player. The change was highlighted by Simon Carless from GameDiscoverCo, who noted significant adjustments in disclosure policies. This move comes in a context of increasing use of generative AI in the gaming industry and a rise in the number of titles on Steam that mention the technology.

New Regulations for AI Disclosure on Steam

According to Valve, "tools with artificial intelligence," such as code assistants or features integrated into development engines, no longer need to be disclosed. "We are aware that many modern game development environments have these tools integrated," the company stated.

Valve specified that the focus of the new guideline is not on the efficiency boost provided by these tools, but rather on the use of AI in creating content that players directly interact with, including art, audio, and narrative.

The new rules require developers to disclose two types of use: when AI is employed to generate game content, store content, or marketing materials; and when the game itself generates content via AI during gameplay. Valve emphasized that the updated section aims at the use of AI in creating content that players interact with.

Data on Generative AI Usage on Steam

A survey by the agency Totally Human Media indicates that about 7% of the Steam library utilizes generative AI in its development. This translates to approximately 7,818 games out of a total of 114,126 titles available on the platform as of July 2025.

This figure represents a significant increase compared to data from April 2024, which showed only 1.1% of games mentioning this technology. Since then, over 20,000 new games have been launched on the platform, revealing that one in five releases in 2025 features the use of generative AI, with around 60% of these titles using the technology to create visual assets.

Debates on the Use of AI in the Gaming Industry

The use of generative AI in games has sparked intense debates on social media and within the industry itself. Companies like Nexon and Krafton have already incorporated the technology into their creative processes, while studios face criticism for lack of transparency. An example is 11-Bit Studios, which was questioned after AI-generated text was discovered in their game The Alters without prior disclosure.

Valve, for its part, assures that the vast majority of AI-enabled games have been allowed on Steam since January 2024, provided that the use is disclosed according to the new guidelines.

Future Perspectives on AI in Games

The adaptation of Steam's rules signals a recognition of the increasing presence of generative AI in the gaming industry. With technology continually evolving, it is expected that more developers will incorporate AI tools, and the guidelines will continue to adapt to ensure transparency and innovation in the sector.