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Why appearance alone cannot prove AI use
Unusual details can appear in AI-generated media, but they are practical inspection clues—not validated standalone detection criteria. A polished, uncanny, or stylized look by itself does not establish how an asset was made. Human-made art can contain inconsistencies, and AI-assisted work may be revised until obvious irregularities are gone.
Keep separate questions separate: whether AI was used, whether the marketing is misleading, whether the work infringes someone’s rights, and whether it accurately represents the finished game. A provenance label can describe technical events; it does not answer all of those questions.
What to inspect in a still image or animation
Stills: identify specific inconsistencies
Open the best-quality version available and inspect the image as a whole before zooming into details. Note concrete observations rather than labeling the picture “AI.” Useful places to check include:
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- Object geometry, perspective, and the way parts connect.
- Repeated textures, costume details, or background elements that seem inconsistent.
- Lettering, logos, or small objects that do not resolve into coherent forms.
- Hands and other complex shapes, as well as reflections, shadows, and lighting that do not agree with the scene.
These checks can help you describe what merits verification, but none is a definitive test.
Animation: compare frames and transitions
Look at several points in the clip, including adjacent frames and scene transitions. Ask whether details remain coherent as characters and objects move, turn, pass behind other objects, or enter different lighting. A single striking frame may conceal whether the image holds together over time; conversely, a continuity glitch is not proof of AI generation.
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Check provenance before relying on visual clues
Preserve the original asset
Save the highest-quality file you can find and record where it appeared, who posted it, and when. Avoid starting with a screenshot or converting the file: ordinary operations can remove metadata, while cropping, compression, or editing can weaken some watermark signals. If the asset is only available as a social-media post or video stream, record that limitation rather than treating a downloaded copy as the original.
Look for Content Credentials
Content Credentials are signed provenance records that can describe a file’s source and history, tools and times, and creation or editing actions. C2PA’s August 2026 implementation-guide announcement describes capabilities for classifying AI content, identifying affected regions, recording generation inputs, and listing editing actions. Credentials can also describe camera-captured or human-edited media; their presence does not automatically mean the asset is AI-generated. See C2PA’s implementation-guide announcement and its user experience guidance.
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When a compatible viewer presents a credential, report what it actually says—for example, whether it describes AI generation, AI editing, or another event—and whether it identifies a specific region. A credential is evidence about the recorded provenance, not a guarantee of the asset’s complete authorship, ownership, accuracy, or context.
Interpret watermark checkers narrowly
OpenAI says images generated with ChatGPT, Codex, or its API can include Content Credentials and SynthID signals, with availability varying by model, product, export path, format, and creation date. Its verifier checks for supported OpenAI signals; it is not designed to detect images from other AI models. OpenAI also warns that metadata may be removed and that extensive cropping, compression, or editing can weaken watermark detection. Its help page puts a negative result narrowly: “If no signal is detected, it means the tool did not find OpenAI issued provenance signals in the uploaded file.” That does not prove human creation. See OpenAI’s explanation of provenance signals.
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Compare disclosures with the specific marketing asset
Check the publisher’s or developer’s statements, making-of material, and the game’s store page. Preserve the exact wording and date, since a general disclosure may not identify which image or trailer used AI.
Steam’s Content Survey asks developers about AI used in content that ships with a game and is consumed by players, including artwork. It distinguishes pre-generated content made during development from live-generated content made while the game runs; live-generated content has an additional guardrails disclosure requirement. Steam says efficiency gains from AI-powered development tools are not the focus of this generative-AI section. The survey is a platform disclosure, not a forensic certificate for every marketing asset. Its scope and wording are Steam policy guidance, not a universal legal rule.
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Steam also says developers promise that shipped content will not be illegal or infringing and will be consistent with marketing materials, and that prerelease review evaluates AI output like other content. These statements describe Steam’s process; they do not independently verify the origin of a particular promotional image or animation.
How to state what you found
Match the strength of the conclusion to the evidence. Useful, precise formulations include:
- “The publisher disclosed AI use in this asset.”
- “The file contains a supported provenance signal that identifies [the recorded event].”
- “The image has visual inconsistencies that merit checking; its origin is unverified.”
- “We could not verify the asset’s origin.”
Avoid calling an asset AI-generated based only on appearance or on a detector that did not find a supported signal. Also avoid treating technical provenance as a judgment about whether the marketing is deceptive or whether the asset reflects the finished game.
When the question is whether marketing is misleading
AI origin and advertising accuracy are different issues. A promotional asset may be AI-generated yet accurately represent a game, or be human-made yet misrepresent it. The Federal Trade Commission’s general guidance says truth-in-advertising standards apply online, including when software and services are sold. That is general U.S. guidance, not a conclusion about any particular game campaign or a substitute for jurisdiction-specific legal advice. See the FTC’s Advertising and Marketing guidance.
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