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Valve Refines AI Disclosure Policy for Games on Steam Amidst Industry and Player Discussions

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Valve Updates AI Disclosure on Steam: Clarifying Rules for Generative Content

Valve has updated its guidelines for artificial intelligence (AI) disclosure on its Steam platform, clarifying the distinction between AI tools used for development efficiency and generative AI used to create content that players directly experience. This update comes as generative AI becomes more prevalent in game development, prompting varied disclosure practices across the industry and increasing calls for transparency from players regarding AI-generated content.

Valve's revised guidance differentiates between AI-powered tools that enhance development efficiency and generative AI utilized for in-game content.

Valve's Updated AI Disclosure Policy

Valve's revised guidance specifically addresses AI-powered tools that enhance development efficiency. The policy specifies that tools integrated into development environments for efficiency gains, such as code assistants, are not the primary focus of the disclosure requirement.

Conversely, developers are now required to disclose if generative AI is used to create content that "ships with your game" and is consumed by players. This encompasses various assets, including artwork, sound, narrative, localization, as well as content for the store page and Steam community assets or marketing materials.

The specific disclosure question posed to developers is: "Does this game use generative artificial intelligence to generate content for the game, either pre-rendered or live-generated?" Developers are asked to indicate "Yes" or "No."

This clarification follows an evolution of Steam's AI policies. In 2023, Valve initially rejected certain AI-produced games due to legal uncertainties, particularly concerning copyright. By January 2024, the platform mandated developers to declare both pre-generated and live-generated AI content. The most recent refinement narrows this requirement to focus on AI output directly experienced by players, effectively permitting AI coding and backend processes without mandatory disclosure.

Industry Context and Disclosure Practices

The implementation of AI in video game development is expanding, supplementing established non-generative AI systems used in features like matchmaking and non-player character (NPC) behaviors. Generative AI is being employed to produce game assets and accelerate development timelines, though concerns exist regarding creative jobs and the potential for lower-quality releases. Some industry figures, such as Epic Games CEO Tim Sweeney, have previously stated that a "Made with AI" label for games may no longer be necessary. Valve's updated policy has been perceived by some in the industry as a practical middle ground, balancing developer tools with player experience.

Disclosure practices concerning AI use in video games have been inconsistent across the industry since 2023, often driven by copyright considerations rather than solely player transparency. Valve's disclosure system, while aiding the company in navigating potential legal issues related to generative AI and copyrighted material, currently utilizes free-form text fields. These disclosures are not treated as official tags, meaning consumers cannot search or filter for AI content on the Steam store. However, a third-party catalog, SteamDB, reportedly lists over 15,000 games and software with a Steam AI disclosure label.

Varying Platform Approaches

Other major platforms show varying approaches to AI disclosure:

  • itch.io: Offers a searchable "AI Generated" tag but does not mandate its display on individual game pages.
  • Mobile App Stores (e.g., Apple App Store, Google Play Store): Currently lack clear AI disclosure policies.
  • Console Storefronts (Nintendo eShop, PlayStation Store, Xbox Store): Currently lack clear AI disclosure policies.
  • Epic Games Store and GOG.com: Also lack clear AI disclosure policies. GOG.com recently faced criticism for using AI-generated artwork in its promotional materials.

Player Concerns and Transparency

Players have expressed concerns regarding the use of generative AI in games, advocating for greater transparency. Instances have occurred where developers faced backlash for undisclosed AI integration, leading to public statements, asset modifications, or awards being rescinded. Conversely, some games using human-created art have faced wrongful accusations of AI use.

Advocates for consumer rights emphasize that transparency regarding AI utilization is crucial for players to make informed purchasing decisions. Player concerns extend to ethical implications, the potential impact on creative jobs, and the environmental footprint of AI data centers. Players specifically request clear disclosure on whether elements such as art, writing, or voice acting are AI-generated, and if AI-generated code affects game stability or updates.

It is argued that every game storefront should clearly indicate generative AI use at the point of purchase.