Overview
- Developers must now declare when generative AI is used to create assets that appear in the game or marketing, with a brief text description of what was produced.
- Studios are explicitly asked to disclose if a game itself generates AI content during play.
- Use of AI for internal efficiency tasks, such as coding aids or concept exploration, no longer requires disclosure.
- The shift lands as use of generative AI grows across game production and as industry voices, including Epic CEO Tim Sweeney, question store-level labeling.
- Valve has allowed the vast majority of AI-using games on Steam since January 2024, and outside research found disclosure rates reached about 7% by July 2025.