In a plot twist that not even the most seasoned gamers could predict, Valve has recently donned its editorial hat and given Steam’s developer guidelines a serious makeover. Yes, dear reader, the days of creators hiding behind their keyboards while using AI are officially over—or at least, Valve has decided that it’s time for a little transparency.
Forget What You Thought You Knew About AI Disclosures
Thanks to the eagle-eyed sleuthing of GameDiscoverCo’s own Simon Carless, baffled developers now have a handy guide to what constitutes AI disclosure. For instance, those shiny “AI-powered tools” that whip up code faster than a caffeinated squirrel are off the hook. Apparently, Valve isn’t overly concerned about efficiency gains from these tools. Who knew productivity could be so nonchalantly brushed aside?
But before breaking out the confetti, it should be known that two types of AI usage will still need to be disclosed. First up, “AI to generate content for the game.” This includes anything from what players see while blatantly ignoring the plot to those snazzy marketing graphics that are supposed to convince gamers that this season’s version of “Ultimate Apocalypse Battle” is the best yet.
The second type? “AI content generated during gameplay.” You know, the delightful surprise of playing a game and suddenly being treated to AI-generated images, audio, text, and other “content.” Everybody loves a little spontaneity—unless it’s an unexplainable, pixelated creature crashing the game, of course. Good luck explaining that one to a player.
A Brief History of AI Oversharing
Since the magical year of 2024, developers have been legally bound (well, as much as any condition on the internet can be) to disclose whether generative AI made its grand entrance in their games. This delightful little tidbit of information now graces the game’s store page under a section humorously tagged as ‘AI Generated Content Disclosure’. It’s like a badge of honor, but for robots.
Fast forward to July 2025, and an eye-opening analysis revealed that nearly 8,000 brave titles had divulged their AI usage in just the first half of the year. This is leap years ahead compared to the measly count of around 1,000 during all of 2024. It seems that once word got out, developers were more than happy to share the fact that they were employing the technology of tomorrow as their co-developer.
How Many Developers Are Keeping Secrets?
Yet, one should never fully trust numbers—especially when they come with a caveat. While disclosures are encouraged, they’re still voluntary, meaning the actual figures of games sprinkled with a bit of GenAI magic are likely sitting at a considerably higher tier than the 8,000 mentioned. Developers probably had a “no comment” policy on that.
A recent survey from the illustrious Game Developers Conference paints an even funnier picture. While 52% of developers claim their companies are happily utilizing generative AI tools, curiosity seems to have taken a nosedive. Only 9% expressed any desire to learn more about generative AI, down from a mildly enthusiastic 15% the previous year. It appears that the novelty has worn off faster than a pair of cheap gaming headphones.
And an astonishing 27% of developers have categorically expressed their complete and utter disinterest, marking a 9-point jump from the previous year. One can only imagine those in gaming offices looking at each other and saying, “Generative what?” as they return to their game of “Can We Fix This Glitch?”
So, the stage is set, the AI is eager to take its bow, and the developers are left to figure out the best way to disclose—or not disclose—the little helpers backstage. One thing is for certain: the gaming landscape may not be ready for this intergalactic-sized shift, or maybe everyone is just ready for another round of “Are We There Yet?”
