Valve has rewritten Steam's rules for how developers must disclose AI use (www.videogameschronicle.com)

Valve has updated Steam's guidelines to clarify how developers should disclose the use of generative AI in their video games. The revised rules distinguish between different types of AI use: developers must report if AI has been employed to create content for the game—either in-game, on its store page, or in marketing materials—as well as any AI-generated content produced during gameplay, such as images, audio, or text. This change aims to increase transparency for consumers regarding AI's role in game development. The significance of this update stems from the growing integration of AI technologies in the gaming industry, as evidenced by a marked rise in disclosures on Steam. In the first half of 2025 alone, nearly 8,000 titles reported the use of generative AI, a dramatic increase from approximately 1,000 in all of 2024. While the requirement for disclosure is voluntary, this trend highlights the profound impact of generative AI on game design and may encourage future scrutiny and analysis as developers grapple with both the technological capabilities and the shifting attitudes towards AI tools in the industry. Notably, despite rising utilization, interest in generative AI among developers appears to be waning, suggesting a complex relationship between adoption and enthusiasm for these technologies.