Valve has allowed games created with generative AI on Steam since January 2024, provided that their usage is disclosed on the official store page. Recently, the company revised the relevant regulations to clarify exactly what needs to be disclosed regarding the use of 'generative AI.' Only content directly visible to consumers, such as in-game assets or marketing materials, is subject to disclosure; the use of AI tools to improve development efficiency does not need to be announced.

This information was confirmed through a post on LinkedIn by Simon Carless, founder of the US-based game industry data analysis firm GameDiscoverCo. He shared both the previous and latest versions of the rules regarding the disclosure of generative AI usage, allowing for a comparison of the differences.

The most notable change is the clear distinction regarding when the use of generative AI must be disclosed. First, if AI tools are used during the work process to increase development efficiency, there is no need to disclose their use. Regarding this, Valve explained, 'We know that AI-based tools are a staple in many modern game development environments. This policy is not focused on efficiency gains through the use of such tools.'

The requirement to disclose AI usage is limited to cases where content directly consumed by the user is generated by AI. This includes game components such as artwork, sound, narrative, and translation, as well as Steam store pages, Steam community assets, and marketing materials. Additionally, disclosure is required if AI is used to generate content or code during gameplay (such as NPC activities or dialogue).

In summary, the policy specifically clarifies that the 'AI disclosure obligation' applies only to content that consumers directly see and enjoy inside or outside the game. This allows developers releasing games on Steam to more accurately understand when they need to provide a disclosure.