Valve Eases AI Disclosure Rules on Steam

Valve has updated its AI disclosure policy on Steam, now only requiring developers to reveal AI usage when it's used for generating in-game or marketing content. This includes disclosing AI-created assets and describing them in a text description. Additionally, developers must disclose if their game produces AI content on its own. However, Valve has relaxed its rules regarding AI use in the development process, no longer requiring disclosure for "efficiency gains". This change reflects the growing use of AI in game development, with many modern game development environments incorporating AI-powered tools. Valve's move comes amid industry-wide discussions on AI use in game creation, with companies like Nexon and Krafton embracing generative AI. Since January 2024, Valve has allowed most AI-using games on Steam, but required disclosure on AI usage. Previously, the company was more restrictive on AI use. The updated policy clarifies that the focus is on AI-created content consumed by players, such as artwork, sound, narrative, and localization. This shift in policy follows comments from Epic Games CEO Tim Sweeney, who argued against labeling AI-created projects on platforms like Steam, citing the inevitable involvement of AI in future game production. Recent research showed that 7% of Steam games disclosed generative AI use in their development, a significant increase from the previous year.