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Steam’s AI disclosure label tells you whether a game ships player-facing content made with generative AI, and whether that content was created before release or generated while you play. Developers must describe qualifying use in the Steamworks Content Survey and keep the disclosure consistent with the submitted build, store page and marketing. “Pre-Generated” covers AI-made art, sound, narrative or localization produced during development. “Live-Generated” covers content created at runtime and additionally requires an explanation of safeguards intended to block illegal output. The label gives useful context, but it is not a certification of a model, dataset, licensing, quality or the amount of human editing. Valve still applies its ordinary content, infringement and marketing rules to AI-assisted material.
What does Steam’s AI disclosure label actually cover?
Steam’s current Content Survey focuses on generative AI content that ships with a game and is consumed by players. The relevant question is what the player receives, not whether a studio used an AI tool somewhere in its production pipeline.
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The survey expressly names artwork, sound, narrative and localization. If generated material in one of those categories is included in the game, or in material associated with its store presentation, the developer should describe it. A game can therefore have an AI disclosure even when its core mechanics and code were written conventionally, because the label concerns the content players see, hear or read.
Efficiency-only development tools are treated differently
Valve’s wording distinguishes content creation from productivity. Its current survey says: “Efficiency gains through the use of these tools is not the focus of this section. Instead, it is concerned with the use of AI in creating content that ships with your game, and is consumed by players.” A coding assistant, bug-triage tool or internal planning aid is not, by itself, the player-facing content this section asks about. If that tool produces text, images, audio or other material that ships in the game, the resulting content—not the private efficiency gain—is what matters.
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The exact survey language can change. Developers should treat the live Steamworks form and its instructions as controlling rather than relying on an old screenshot, forum post or summary.
What is the difference between Pre-Generated and Live-Generated AI on Steam?
Steam separates AI content by when it is produced. Pre-Generated content is made during development and packaged for players. Live-Generated content is produced while the game is running, often in response to player input or changing game state.
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| Steam category | When content is created | Typical player experience | Additional disclosure expectation |
|---|---|---|---|
| Pre-Generated | During development, before the build is released | Players consume fixed or preselected AI-made assets such as illustrations, dialogue, music or translations | Describe the implementation and ensure the shipped output meets Valve’s ordinary content, infringement and marketing commitments |
| Live-Generated | While the game is running | The system creates new text, images, audio or other content in response to play | Meet the Pre-Generated expectations and explain the guardrails intended to reduce illegal output |
The distinction is about generation timing, not how sophisticated the model is. A small local model that writes a line of dialogue during play is still Live-Generated; a large model used once to produce a texture that is then shipped is Pre-Generated.
Do developers have to disclose AI art, sound, writing and localization?
Yes, when generative AI creates player-consumed material that ships with the game or appears in associated store and marketing content. The developer describes the use in the Content Survey rather than relying on a generic “AI used” statement.
Art and visual assets
Generated character art, environments, icons, promotional illustrations and similar visual assets fall within the artwork category when players consume them. The disclosure does not require every image in a mixed pipeline to be AI-made; it should accurately describe the implementation submitted for review.
Sound and music
AI-generated sound is expressly listed. That can include music, effects or other audio content delivered to players. A developer should identify the relevant use instead of assuming that audio is outside the policy because it is less visible than an image.
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Narrative and dialogue
Generated story text, quest writing or other narrative content is also named. If the game creates such text at runtime, it belongs in the Live-Generated category and the developer must explain its runtime safeguards.
Localization
Localization is explicitly included in the current survey. AI-assisted translations that ship in the game should therefore be disclosed; translation is not automatically exempt simply because the original script was written by people.
What does Valve review after a developer discloses AI use?
Disclosure is an explanation to Valve, not a waiver. Valve says it reviews Pre-Generated output during pre-release review under the same standards applied to non-AI material.
- Content rules: The submitted output must comply with Steam’s restrictions on illegal content.
- Infringement commitments: The developer remains responsible for material that violates others’ rights, regardless of whether a model produced it.
- Marketing consistency: The build, store page and promotional claims must agree with what the developer told Valve.
For Live-Generated systems, Valve adds a specific question: what safeguards are intended to reduce illegal output? The policy does not prescribe one universal technical design. Developers must explain the controls they actually use and ensure the runtime behavior supports the commitments made in the submission.
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What must a developer put in the Steamworks submission?
The practical task is to document the implementation precisely enough that the survey, build and public presentation describe the same product.
- Inventory player-facing AI content. List generated artwork, sound, narrative, localization and any other material players consume. Separate assets made before release from material generated during play.
- Select the correct category. Mark Pre-Generated for content created during development. Mark Live-Generated when the game creates new content at runtime. A project can involve both.
- Describe the implementation. Explain where the AI output appears and how players encounter it. Avoid a vague statement that hides whether the system is fixed, reactive or optional.
- Document runtime safeguards. For Live-Generated use, describe filters, moderation, blocklists, human review, rate limits or other controls that are genuinely part of the system and intended to reduce illegal output.
- Reconcile every submission surface. Check that the reviewed build, store-page copy, screenshots, trailers and other marketing do not promise a different level or type of AI use.
- Submit before approval and retain the record. Keep the wording and implementation aligned through review and later updates. If a survey answer needs changing after approval, contact Steam Support before assuming it can be edited directly.
This workflow is especially important for games that begin with fixed AI assets and later add a generative feature in a patch. The new runtime behavior changes the disclosure question even if the original release used only Pre-Generated material.
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What can players learn from the store-page disclosure?
Valve announced that much of a developer’s AI disclosure would appear on the Steam store page. Players can use that information to establish three basic facts: whether AI-generated content is present, whether it is Pre-Generated or Live-Generated, and which player-facing parts of the game are affected.
Useful questions the label can answer
- Is the AI output fixed in the released build or created during play?
- Does it affect visuals, audio, narrative, localization or another identified content type?
- For a Live-Generated system, does the description explain safeguards intended to reduce illegal output?
The presentation and amount of detail can depend on the developer’s submitted description and Valve’s current store-page implementation. Read the disclosure alongside the game’s feature description rather than treating a short label as a complete technical specification.
Reporting runtime output
Valve also announced an in-game-overlay route for reporting content that a player believes should have been blocked by a game’s AI safeguards. That mechanism is aimed at Live-Generated experiences, where output can change after release. It gives players a way to flag a specific incident instead of having to infer what the model might produce in general.
What does the Steam AI label not prove?
A disclosure is useful context, but it is deliberately narrower than a provenance or quality audit. The label itself does not establish:
- Which model was used. The policy text does not require the store label to name a particular model or version.
- What training data was included. You cannot infer the dataset, scraping practices or permission history from the category alone.
- That licensing is settled. Disclosure does not prove that every generated element has an appropriate copyright, voice, likeness or asset license.
- How much human editing occurred. A studio may have heavily edited output, lightly curated it or shipped it with little alteration; the label does not quantify that work.
- How much of the game is AI-made. One disclosed menu illustration and a game built around continuous generation can both receive an AI disclosure, despite very different proportions of generated content.
- That the output is accurate or artistically strong. Valve’s review commitments address policy compliance and consistency, not a guarantee of factual accuracy, originality or quality.
To answer those questions, players need separate statements or evidence from the developer. The Steam label should not be read as certification of a model’s ethics, reliability or creative merit.
Does disclosure give a developer permission to ship otherwise prohibited content?
No. Valve’s FAQ states that products must follow Steam’s content rules whether or not AI use is disclosed. A developer cannot cure illegal material, infringement or a misleading store page by checking the AI box. The ordinary rules continue to apply to both fixed assets and runtime output.
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Why inaccurate disclosure creates a second problem
A mismatch can be both a content issue and a marketing-consistency issue. For example, describing a game as using only fixed generated dialogue while the released build allows unrestricted player prompts would leave the submission incomplete. Developers should update the description before approval whenever the implementation changes.
What happens after approval?
Steam’s FAQ warns that some survey answers cannot be edited after the build and store page are approved without first contacting Steam Support. Teams planning a major AI feature for a post-launch update should resolve the disclosure path before the update is submitted, rather than assuming the original answers can be silently replaced.
How should players interpret two games with AI labels?
Do not treat the presence of a label as a meaningful comparison by itself. Compare the details on five separate axes.
| Comparison question | Why it matters |
|---|---|
| Pre-Generated or Live-Generated? | Fixed assets present the same content to everyone; runtime systems can produce different outputs and new moderation risks. |
| Which medium is affected? | AI localization has different implications for a player than generated portraits, music or dialogue. |
| Are runtime safeguards described? | A Live-Generated disclosure should identify controls intended to reduce illegal output. |
| What appears on the store page? | The public description tells you what the developer chose to disclose about the player experience. |
| What remains unknown? | Model identity, training data, licensing, human editing and quality are not established merely by the label. |
Two games can therefore carry the same category while offering very different experiences. One might use a few generated promotional images made before release; another might generate uncensored dialogue every time a player enters a command. The category is a starting point for questions, not a score.
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The following scenarios are illustrative applications of the Steam categories, not claims about any particular released game.
| Illustrative implementation | Likely category | What the developer should explain |
|---|---|---|
| AI produces a set of character portraits during development; those files are packaged in the build. | Pre-Generated | That the shipped artwork was created with generative AI and is consumed as fixed assets. |
| A studio uses AI to translate the final script, then ships the translations after editorial review. | Pre-Generated | That AI-assisted localization is included, with an accurate description of the shipped languages and workflow. |
| An NPC writes a new response to each player prompt while the game runs. | Live-Generated | How runtime generation works and which safeguards are intended to reduce illegal responses. |
| A programmer uses an AI assistant privately, but no generated code, text or asset reaches players. | Outside this content disclosure focus | No player-facing AI content is identified by that fact alone; the developer must still answer the survey accurately if the implementation later changes. |
What should a player do when a Live-Generated response seems illegal?
Use the game’s Steam in-game overlay reporting route when it is available for that experience. Report the specific output and the context in which it appeared, because runtime systems can vary from one prompt or game state to another. The existence of a report route does not mean every flagged response will be illegal; it is a way to bring a suspected guardrail failure to the appropriate review channel.
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How can developers avoid common Steam AI disclosure mistakes?
- Do not equate “AI used” with “AI content shipped.” Identify the player-facing result, not merely an internal tool.
- Do not select Pre-Generated for a feature that creates new output during play. Runtime generation belongs in the Live-Generated description.
- Do not omit localization. The current survey names it explicitly.
- Do not describe safeguards that are not implemented. The Live-Generated explanation should reflect the actual filters and moderation path.
- Do not let store copy outrun the survey. Screenshots, trailers and feature pages should make the same claims as the approved submission.
- Do not assume disclosure solves rights questions. The developer remains responsible for infringement and other content-rule violations.
- Do not wait until after approval to resolve an ambiguity. Some answers require Steam Support before they can be changed.
Why the label matters even with these limits
The label gives players a common vocabulary for a previously opaque part of game production. “Pre-Generated” signals that the disclosed output was made before release, while “Live-Generated” warns that the content can change during play and that runtime safeguards are relevant. That distinction helps a player decide whether to investigate a game’s moderation approach, localization workflow or creative process before buying.
It also assigns a clear communication duty to developers. A studio cannot rely on the assumption that an AI system is invisible because it runs behind the scenes; if its output reaches players, the implementation belongs in the disclosure conversation. At the same time, players should resist reading more into the label than Valve’s policy supports. It describes a category of use and the associated compliance commitments, not the entire history or quality of the generated material.
Frequently Asked Questions
Does using an AI coding assistant require a Steam AI disclosure?
Not solely because the assistant improved development efficiency. The survey’s stated focus is content created with AI that ships with the game and is consumed by players; if the coding workflow also produces player-facing text, art, audio or localization, that resulting content should be assessed.
If a game has an AI label, does that mean every asset was made by AI?
No. The disclosure identifies qualifying AI-created content, not a percentage of the game’s assets. A title may combine conventional production with a small number of generated elements or with a much larger generative system.
Are AI voice performances covered by Steam’s categories?
Voice output is a form of sound, which the current survey expressly lists. The public label may not provide details about voices, performers or editing, so those questions require a separate statement from the developer.
Can a developer change an AI disclosure when a later patch adds generation?
They should address the change through Steam’s submission process before release of the new behavior. Steam’s FAQ says some survey answers cannot be edited after approval without contacting Steam Support, so a team should not assume an old disclosure can be silently revised.
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