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Steam and itch.io require explicit AI-related disclosures in defined situations; Epic Games Store’s published public rules do not show a comparable AI label. Steam’s Content Survey separates AI-made content shipped to players from content generated during play, with extra guardrail information required for live generation. itch.io uses project-level AI fields and tags, requires asset creators to complete them, and can remove undisclosed AI asset pages from browse indexing. Epic’s public distribution materials focus on prohibited content, rights, accurate listings and re-review, while any private Developer Portal questions remain unverified.
These disclosures are not permission slips. Every store can still reject or remove illegal, infringing, deceptive or otherwise prohibited content.
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At a glance
| Name | Best for | Key spec | Checked |
|---|---|---|---|
| Steam | Developers able to document both shipped and runtime-generated AI content | Pre-release Content Survey; live generation requires illegal-output safeguards | Oct 2026 |
| itch.io | Creators who want visible project-level AI tags and category labels | Generative-AI field with graphics, sound, text/dialogue and code categories; asset creators must complete it | Oct 2026 |
| Epic Games Store | Publishers following general content, rights and listing-accuracy rules | No comparable AI-specific requirement found in reviewed public Store rules; private portal fields unresolved | Oct 2026 |
What does each store actually ask you to disclose?
Steam asks for a developer-supplied account of player-facing generative AI. itch.io asks projects to declare whether they contain generative-AI output and exposes that answer through tags. Epic’s published Store documentation contains general compliance rules rather than an identified AI disclosure field.
Steam: two disclosure paths
Before a build and its store page go through review, a developer completes Steam’s Content Survey. The generative-AI section covers content created during development that ships to players, such as artwork, sound, narrative or localization, and separately covers content generated while the game runs.
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Valve labels those categories Pre-Generated and Live-Generated. The documentation says, “Efficiency gains through the use of these tools is not the focus of this section.” That means a coding assistant used only to improve development workflow is not automatically the same thing as AI-generated material consumed by players. The relevant question is what the game delivers, not merely whether an AI tool appeared somewhere in production.
itch.io: a project field that becomes public metadata
itch.io introduced its Generative AI disclosure field on November 20, 2024. Selecting yes automatically applies an AI Generated tag; selecting no applies No AI. The field can identify graphics, sound, text and dialogue, and code.
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The announcement makes completion mandatory for asset creators. An itch.io administrator separately encouraged other creators to complete the field, so it is too broad to describe the announcement as a universal requirement for every project type. The practical effect is still public-facing: the answer becomes part of a project’s discovery metadata.
Epic Games Store: general rules, not a located AI label
Epic’s public distribution guidance requires products to follow content guidelines, function consistently with their store descriptions and avoid prohibited material. The reviewed public documents do not specify a Steam-style AI survey or an itch.io-style AI tag.
The careful conclusion is no comparable requirement found in Epic’s reviewed public rules. That does not establish that every authenticated Developer Portal submission screen lacks an AI question; those private fields were not verified. A January 20, 2026 House of Commons Library briefing reported the same distinction between Epic’s general rules and the AI disclosures described by other stores.
How does Steam’s AI disclosure work?
Steam’s process is a pre-release declaration tied to the content players receive. Runtime generation adds a safety explanation, and normal legality, rights and marketing-accuracy rules continue to apply.
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- Pre-Generated: AI-created material made during development and shipped in the game, including visual assets, audio, story content or localization.
- Live-Generated: material produced while the game is running and delivered to players during play.
- Workflow-only use: efficiency gains from development tools are not the focus of this survey section, according to Valve’s wording. Do not turn that qualification into a promise that every tool use is exempt; classify the player-facing result.
2. Complete the Content Survey before review
The survey is completed as part of submitting the build and store page for review. Give an accurate account of the relevant player-consumed content rather than treating the field as a marketing statement. Steam’s published documentation does not say that declaring AI content guarantees approval.
3. Add safeguards for live generation
For live-generated output, Steam asks for a description of safeguards against illegal generation. A useful submission explanation should identify the controls used to prevent or block unlawful output, but the policy does not provide a universal technical checklist in the cited documentation. The obligation is to describe the safeguards that actually exist in the game.
4. Understand what players may see
In a January 2024 announcement, Valve said much of the submitted disclosure would appear on a game’s store page. The same announcement described an in-overlay route for players to report allegedly illegal content produced through live generation. Those are Valve-announced mechanisms, not a guarantee about every current interface element.
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5. Keep the ordinary content rules in force
An AI declaration does not excuse illegal or infringing material, deceptive store copy or a mismatch between the product and its marketing. Steam evaluates AI-produced output against the same baseline promises that apply to other content.
Adult-only runtime content is a narrow exception
Steam’s current survey FAQ says Valve does not want to ship live-generated Adult Only sexual content at this time. That is a specific restriction on live-generated sexual content, not a blanket ban on every AI-assisted adult game. The distinction matters when describing a project that uses AI during development but does not generate sexual material at runtime.
What does itch.io require for AI-generated projects and assets?
itch.io combines disclosure, automatic tagging and discovery consequences. The most immediate risk of an omitted declaration is loss of browse indexing for an AI asset page, while separate quality rules address low-effort mass production.
Use the Generative AI disclosure field
Choose yes or no for the project and identify the applicable output types: graphics, sound, text and dialogue, or code. The resulting AI Generated or No AI tag gives visitors a quick signal about the project’s declared use.
Asset creators have a specific obligation
itch.io’s November 2024 announcement says the field is mandatory for asset creators. It also warns that AI-generated assets left untagged can lose eligibility for indexing on browse pages, including assets modified after generation. “Failure to tag your asset page may result in delisting,” the platform states in its quality guidance.
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Quality rules target mass-produced pages
itch.io’s quality guidelines discourage automatically mass-producing AI game or asset pages, particularly projects with minimal curation. Accurate tagging is part of that standard. The guidance also distinguishes conventional game AI, such as NPC pathfinding or procedural levels, from the generative-AI output addressed by the disclosure tags.
Other review and quality checks can affect browse visibility, so a missing search result is not proof that an AI-policy action occurred. The platform’s discovery decision and the project’s direct availability are separate questions.
Jam hosts can add their own requirement
On September 14, 2026, itch.io announced a setting that lets individual jam hosts require completion of the AI disclosure or restrict entries to projects declaring no generative-AI use. This is an optional, event-level rule. It is not a storewide prohibition on AI projects.
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Does Epic Games Store require an AI-generated-content label?
No AI-specific label is stated in the reviewed public Epic Games Store rules. Epic instead applies broad publication, rights, safety and accuracy requirements, and those rules can still affect an AI-made game.
What the public distribution rules cover
Epic says published products must comply with its content guidelines, work as described and avoid prohibited content such as hateful or discriminatory material, pornography, illegal content, rights infringement, scams, fraud, deceptive practices and malware. Its Content Guidelines also require publishers to have rights to the material they release.
Epic’s wording is direct: “The content you create, publish, or use cannot infringe or violate someone else’s rights, including their intellectual property rights.” An AI disclosure, if requested in a private workflow, would not replace that obligation.
Re-review and removal remain possible
Epic says complaints may lead to re-review and removal. A listing that accurately describes its AI use can still be challenged for unlawful output, deceptive claims, stolen material or another policy violation. Conversely, the absence of a public AI tag should not be read as an exemption from content moderation.
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Do not mix Epic marketplaces
Epic Games Store distribution rules are different from rules for another Epic marketplace’s assets or for Fortnite creator content. Evidence from those systems cannot establish what a Store publisher must disclose. The public Store materials reviewed here also do not reveal every field in the authenticated Developer Portal.
What happens when a developer omits or violates a disclosure rule?
The consequences differ most clearly in discovery and review, not in whether illegal content becomes acceptable.
| Platform | Trigger | Published consequence or process | Important limit |
|---|---|---|---|
| Steam | Missing or inaccurate Content Survey information, or unlawful/infringing output | Pre-release review still applies; Valve announced store-page disclosure and an in-overlay report route for allegedly illegal live output | Disclosure does not override Steam’s ordinary content rules |
| itch.io | Undisclosed AI assets or low-effort mass-produced pages | AI asset pages may lose browse indexing; quality enforcement can deindex pages | Deindexing does not necessarily delete a directly reachable project |
| Epic Games Store | Prohibited content, rights violations, deceptive listings or complaints | Potential re-review and removal under general Store rules | No comparable public AI-label requirement was located; private portal fields remain unknown |
How should you prepare a store submission?
Start with an inventory of player-facing output, then apply each store’s own trigger. Do not rely on one platform’s disclosure to satisfy another platform.
- Inventory shipped assets. Mark every artwork, sound file, written passage, dialogue line and localization file that was generated with AI and remains in the release.
- Inventory runtime output. Record whether the running game can generate text, images, audio or other material for players. Note the filters, blocklists, classifiers, human review or other controls that prevent illegal output.
- Separate workflow assistance from delivered content. A code assistant or other productivity tool may belong to a different category from an AI-generated asset players consume. Steam’s survey language specifically places efficiency gains outside the focus of this section.
- Prepare Steam’s survey response. Identify pre-generated and live-generated content, and describe live-output safeguards where applicable. Check that the store description does not promise content the build cannot provide.
- Complete itch.io’s project field. Select the truthful yes/no response and the relevant media categories. Asset creators should treat completion as mandatory and verify that the resulting tag is visible.
- Check itch.io discovery expectations. Avoid pages that look automatically mass-produced or minimally curated. If a project disappears from browse, distinguish deindexing from deletion by checking its direct page and the platform’s other quality criteria.
- Apply Epic’s general compliance test. Confirm rights to every asset, remove prohibited material, ensure the listing is accurate and be prepared for re-review after a complaint. Follow any additional instructions shown inside the authenticated Developer Portal.
- Keep records. Retain licenses, source files, prompts, editing history and moderation decisions so you can explain provenance if a store asks about rights or content controls.
Which edge cases cause the most confusion?
“I used an AI coding assistant, but the game contains no generated player content.”
Steam’s documentation says efficiency gains are not the focus of its generative-AI survey section. That wording supports distinguishing internal productivity from content delivered to players; it does not establish a universal exemption for every coding-tool scenario. If the assistant generated dialogue, art, sound or other shipped material, classify that output rather than the tool’s marketing label.
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itch.io’s quality guidance distinguishes conventional game AI, including NPC pathfinding and procedural levels, from generative-AI output covered by its tags. A procedural system therefore should not be labeled solely because it is algorithmic; the relevant question is whether generative-AI output is part of the project.
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“I edited an AI asset after generating it.”
itch.io’s warning expressly includes assets modified after generation. Editing does not remove the need to classify an asset page that began with generative-AI output.
“The game generates dialogue while running.”
On Steam, that is live-generated content and requires a description of safeguards against illegal output. The declaration still does not authorize unlawful or infringing responses from the system.
“The game is adult-oriented.”
Steam’s stated restriction concerns live-generated Adult Only sexual content. Do not expand that narrow rule into a claim that all AI-assisted adult games are banned, and do not treat a disclosure as permission for prohibited sexual material.
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What is the practical difference between an AI tag and a moderation rule?
An AI tag tells visitors or a platform what a project declares about its production; moderation rules decide whether the project may remain available. Tags improve transparency and, on itch.io, affect discovery, but they do not grant rights to use someone else’s work or immunize a project from removal.
Steam’s survey illustrates the distinction: a developer can disclose pre-generated or live-generated content and still fail ordinary legality or infringement requirements. itch.io’s tags work similarly: selecting AI Generated does not make a low-effort or rights-violating page acceptable. Epic’s public rules make the same point without publishing a comparable AI label.
How this comparison was made
The comparison uses each store’s published disclosure trigger, audience visibility, live-output treatment and stated enforcement consequence. Steam’s current Content Survey and Valve’s January 2024 announcement were used for Steam; itch.io’s disclosure announcement, quality guidelines and September 2026 jam update were used for itch.io; Epic’s public distribution and content materials were used for Epic. No platform-wide disclosure rates, AI-game counts or AI-related takedown percentages are established by those policy documents.
What should developers remember?
Use Steam’s survey to disclose player-facing pre-generated and live-generated AI, including safeguards for runtime output. Use itch.io’s field and tags accurately, especially for asset pages, because omitted tags can cost browse indexing and mass-produced pages can be deindexed. Treat Epic as a general compliance exercise unless its private submission workflow tells you otherwise: no comparable AI label appears in the reviewed public Store rules, but rights, safety, truthful listings and re-review still apply.
FAQ
Is an AI disclosure the same as a license to use generated material?
No. A disclosure describes how content was made; it does not prove that training data, outputs, voices, likenesses or other material are legally usable. Developers remain responsible for rights and for removing unlawful or infringing content.
Can an itch.io jam reject a project that the main store allows?
Yes. Since September 2026, a jam host can require completion of the AI field or limit entries to projects declaring no generative-AI use. That event rule can be stricter than the project’s ordinary store listing requirements.
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What if Epic’s private submission form asks about AI?
Answer the authenticated form accurately and follow its current instructions. Epic’s public Store pages do not settle every private portal field, so the absence of a published label should not be used to ignore a direct request from Epic.
Are there reliable statistics showing how many games disclose AI?
No platform-wide disclosure rate, prevalence estimate or AI-related takedown percentage is established by the cited policy materials. A tag count would not necessarily measure every AI-assisted project, particularly where a platform’s field is private or its rule is not AI-specific.
Does losing browse indexing mean an itch.io project was deleted?
Not necessarily. itch.io distinguishes discovery eligibility from direct accessibility, so a page can remain reachable even when it no longer appears in browse indexes. Other quality checks can also affect search visibility, making the cause worth verifying before assuming an AI-policy deletion.
Frequently Asked Questions
Is an AI disclosure the same as a license to use generated material?
No. A disclosure describes how content was made; it does not prove that training data, outputs, voices, likenesses or other material are legally usable. Developers remain responsible for rights and for removing unlawful or infringing content.
Can an itch.io jam reject a project that the main store allows?
Yes. Since September 2026, a jam host can require completion of the AI field or limit entries to projects declaring no generative-AI use. That event rule can be stricter than the project’s ordinary store listing requirements.
What if Epic’s private submission form asks about AI?
Answer the authenticated form accurately and follow its current instructions. Epic’s public Store pages do not settle every private portal field, so the absence of a published label should not be used to ignore a direct request from Epic.
Are there reliable statistics showing how many games disclose AI?
No platform-wide disclosure rate, prevalence estimate or AI-related takedown percentage is established by the cited policy materials. A tag count would not necessarily measure every AI-assisted project, particularly where a platform’s field is private or its rule is not AI-specific.
Does losing browse indexing mean an itch.io project was deleted?
Not necessarily. itch.io distinguishes discovery eligibility from direct accessibility, so a page can remain reachable even when it no longer appears in browse indexes. Other quality checks can also affect search visibility, making the cause worth verifying before assuming an AI-policy deletion.
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