Steam Just Updated Its AI Rules: What U.S. Developers & Players Need to Know

Steam just updated its AI rules in a way that matters immediately for U.S. game developers, indie publishers, and players who want transparency. The short version: Valve’s updated disclosure language is now more focused on AI-generated content that players actually consume (in-game, on the store page, and in marketing), while clarifying that “behind-the-scenes” productivity tools (like coding assistants) generally aren’t the focus of disclosure. [Source](https://www.pcgamer.com/software/ai/steam-updates-ai-disclosure-form-to-specify-that-its-focused-on-ai-generated-content-that-is-consumed-by-players-not-efficiency-tools-used-behind-the-scenes/) [Source](https://www.gamedeveloper.com/business/valve-tweaks-and-clarifies-ai-disclosure-rules-for-steam)

What Changed in Steam’s AI Disclosure Rules

Valve didn’t remove AI disclosure—Steam rewrote and clarified it. The updated language aims to reduce confusion around common U.S. workflows (like using code helpers or internal AI tools) while keeping player-facing transparency. PC Gamer notes Valve is making it clearer that “AI powered tools” used behind the scenes for efficiency are not the main focus of the disclosure section. [Source](https://www.pcgamer.com/software/ai/steam-updates-ai-disclosure-form-to-specify-that-its-focused-on-ai-generated-content-that-is-consumed-by-players-not-efficiency-tools-used-behind-the-scenes/)

To see how this topic is trending, open these related Google searches in a new tab: Steam AI disclosure rules update, Valve Steam AI-generated content disclosure, Steamworks AI content policy.

The Two AI Categories Steam Now Cares About

Across coverage of the update, the rules are essentially organized into two disclosure “buckets”:

1) AI used to generate content for the game (or its materials)

VGC reports the first type is “AI to generate content for the game,” including content in the game, on the store page, or in marketing materials. [Source](https://www.videogameschronicle.com/news/valve-has-significantly-rewritten-steams-rules-for-how-developers-much-disclose-ai-use/)

2) AI content generated during gameplay

VGC also highlights the second type as “AI content generated during gameplay,” such as the game generating AI-created images, audio, text, or other content while the player is playing. [Source](https://www.videogameschronicle.com/news/valve-has-significantly-rewritten-steams-rules-for-how-developers-much-disclose-ai-use/)

Store Page & Marketing: What Must Be Disclosed

This is the part many U.S. indie teams miss: Steam disclosure isn’t only about what ships in your build. GameDeveloper summarizes that when AI is used to create content, Valve treats disclosure as applying to the game and associated material like marketing assets or the store page, and developers must fill out a text box describing tool use. [Source](https://www.gamedeveloper.com/business/valve-tweaks-and-clarifies-ai-disclosure-rules-for-steam)

Related Google searches: Steam store page AI disclosure, Steam marketing AI disclosure.

AI During Gameplay: What Counts

If your game dynamically generates text, images, audio, or other content with AI during live gameplay, that’s a separate disclosure category. GameDeveloper notes developers must check a box if the game itself makes AI-generated images, text, or other content during gameplay. [Source](https://www.gamedeveloper.com/business/valve-tweaks-and-clarifies-ai-disclosure-rules-for-steam)

PC Gamer also points out a related safety/UX element: Valve added a Steam overlay button that lets users report illegal content generated by games with live-generation AI. That’s a clue to Valve’s priority: what players experience (and could be harmed by) matters more than how efficiently a dev team wrote a script. [Source](https://www.pcgamer.com/software/ai/steam-updates-ai-disclosure-form-to-specify-that-its-focused-on-ai-generated-content-that-is-consumed-by-players-not-efficiency-tools-used-behind-the-scenes/)

Why This Matters in the United States (Legal + Consumer)

For U.S. studios, Steam’s updated rules are effectively a platform-level “truth in labeling” pressure point: if AI-generated content is on the store page, in trailers, or produced in-game, Valve wants it disclosed. That can influence consumer trust, streamer coverage, refund expectations, and brand perception—especially in a market where players are increasingly searching for transparency and authenticity.

Explore how U.S. gamers are reacting: U.S. gamers + Steam AI disclosure, Steam AI report button.

Practical Checklist for Developers (Steam Submission Ready)

• Audit player-facing assets: store screenshots, capsule art, trailers, and description text—identify anything AI-generated.
• Separate “workflow AI” vs “shipped AI”: coding helpers or internal efficiency tools are treated differently than AI-generated content players see. [Source](https://www.pcgamer.com/software/ai/steam-updates-ai-disclosure-form-to-specify-that-its-focused-on-ai-generated-content-that-is-consumed-by-players-not-efficiency-tools-used-behind-the-scenes/)
• Document your tools: keep a simple internal log so your disclosure text box is accurate and consistent. [Source](https://www.gamedeveloper.com/business/valve-tweaks-and-clarifies-ai-disclosure-rules-for-steam)
• Check for live generation: if the game creates AI content during gameplay, treat it as its own disclosure category. [Source](https://www.videogameschronicle.com/news/valve-has-significantly-rewritten-steams-rules-for-how-developers-much-disclose-ai-use/)

Call to action: If you found this helpful, please share this article with a U.S. indie dev friend, a publisher, or your studio Discord—Steam compliance changes spread fast, and it’s easier to update disclosures early than fix them at launch.

FAQs

Do U.S. developers have to disclose using AI coding assistants?

Coverage indicates Valve clarified that “AI powered tools” used behind the scenes for efficiency (like code helpers) are not the focus of the disclosure section. The emphasis is on AI-generated content that players consume. [Source](https://www.pcgamer.com/software/ai/steam-updates-ai-disclosure-form-to-specify-that-its-focused-on-ai-generated-content-that-is-consumed-by-players-not-efficiency-tools-used-behind-the-scenes/)

What if AI is used only for store art or marketing?

That can still require disclosure: reporting describes disclosure applying to associated materials like marketing assets and the store page. [Source](https://www.gamedeveloper.com/business/valve-tweaks-and-clarifies-ai-disclosure-rules-for-steam)

What does “AI content generated during gameplay” mean?

It refers to the game generating AI-created images, audio, text, or other content while the player is playing, which is treated as a specific disclosure category. [Source](https://www.videogameschronicle.com/news/valve-has-significantly-rewritten-steams-rules-for-how-developers-much-disclose-ai-use/)

Where can I read more official context?

Start by reviewing Steamworks and current coverage: Steamworks AI content announcement.