Steam AI-content disclosure (and other stores)

What Steam's Content Survey asks about generative AI, plus what itch.io, Epic Games Store and Google Play publish. Dated, with source links. Checked .

Steam (Valve)

  • Before review, you complete a Content Survey. Its third section covers generative AI in development or in the product. source
  • Valve says efficiency gains from AI-powered dev tools are "not the focus" of the section. It is concerned with AI-created content that ships with the game and is consumed by players, such as artwork, sound, narrative and localisation. source
  • Pre-Generated content (made with AI during development) is reviewed the same way as non-AI content, against your Steam Distribution Agreement promises: no illegal or infringing content, and consistency with your marketing materials. source
  • Live-Generated content (made by AI while the game runs) has the same rules, plus you must describe the guardrails that stop it generating illegal content. source
  • Valve does not currently ship Live-Generated AI in Adult Only Sexual Content games. source
  • Valve revised and clarified this guidance in January 2026 (as reported by Game Developer on 16 January 2026). source

itch.io

  • In a developer update dated 20 November 2024, itch.io added a "Generative AI disclosure" field covering Graphics, Sound, Text & Dialog and Code. Answering yes applies the "AI Generated" tag; answering no applies "No AI". source
  • The field is required for asset creators. Untagged assets made with generative AI are no longer eligible for indexing on browse pages. source
  • See also the AI disclosure section of itch.io's quality guidelines. source

Epic Games Store

  • We found no generative-AI disclosure requirement in Epic's published store requirements (checked on the date below). source
  • Epic's "NoAI" and "CreatedWithAI" tags apply to marketplace assets, not store game listings. source

Google Play

  • Google Play's AI-Generated Content policy covers apps that generate content with AI (for example from user prompts). Those apps must prevent restricted content and provide a way to report offensive AI output. source

This is a summary, not legal advice. Store rules change, so read the linked pages before you submit.