Steam requires every game developer who uses generative AI in their product to label it publicly on the store page, so players know before they buy. Valve introduced this policy in January 2024 and updated it again in January 2026 to clarify which AI uses trigger disclosure and which do not.

The policy distinguishes two types of AI use: "Pre-Generated" content (AI used during development to create art, audio, or writing that ships in the final game) and "Live-Generated" content (AI that creates content on the fly while a player is in the game). Live-generated adult content is banned entirely. A player reporting tool inside the Steam overlay lets users flag suspected undisclosed AI use. In January 2026, Valve rewrote the disclosure form to exclude AI-powered development tools — like code assistants — from the requirement, narrowing the focus to generative AI content that players actually experience. By mid-2025, approximately 8,000 Steam titles had filed AI disclosures.