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Yes—if AI-created content ships to players, you must account for it in Steam’s Content Survey before submitting your store page and build for review. Valve separates that content into two categories: pre-generated material made during development, and live-generated material created while the game runs. AI used only to improve development efficiency, such as coding assistance, is not the focus of the survey’s generative-AI section. Pre-generated assets still have to satisfy Steam’s ordinary rules on legality, rights and marketing accuracy. Live generation carries an additional duty: explain the safeguards that prevent illegal output, make the feature reproducible for review, and use Steam-supported payment methods when an external service creates ongoing per-use costs. The survey is a disclosure step, not permission to ship prohibited content.
What does Steam require you to disclose?
Valve requires a developer to complete a Content Survey before submitting a Steam store page and game build for review. The generative-AI questions concern content that players actually receive from the product, including visual art, audio, writing, dialogue, localization and other player-facing material.
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Valve’s guidance draws a line between the output delivered to players and the tools used to make the game. Its wording says, “Efficiency gains through the use of these tools is not the focus of this section.” A team that uses an AI assistant to refactor code, draft internal documentation or speed up production therefore is not automatically describing shipped AI content. The relevant question is whether AI-created material is part of what players see, hear or read.
That distinction does not remove the developer’s responsibility for the finished game. Valve states that products must follow Steam’s content rules whether or not an item is disclosed in the survey. A truthful answer also does not legalize an infringing asset, prohibited sexual content or another violation of the Steam Distribution Agreement.
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What counts as player-facing content?
- Artwork, models, textures, animation or other visual assets included in the game.
- Music, sound effects, voice work and other audio delivered to players.
- Narrative text, dialogue, quests, item descriptions and similar writing.
- Localization produced with AI and shipped in the supported languages.
- Content generated during play, such as dialogue, images, levels or other output created in response to player input.
Inventory the store page, community materials and marketing assets as well as the executable where those materials are AI-created and presented as part of the product’s promotion. The survey asks about the complete player-facing release, not just files inside the main game package.
What is the difference between pre-generated and live-generated AI content?
Pre-generated content is created with AI during development and then ships as a fixed part of the game. Live-generated content is created with AI while the game is running. Both remain subject to Steam’s baseline content rules, but live generation requires Valve-facing information about safeguards and introduces operational and payment obligations.
| Implementation | When the AI creates the output | What players receive | Additional developer burden |
|---|---|---|---|
| Pre-generated | During development, before release | Fixed assets or text packaged with the product | Rights and legality checks, plus consistency with store and marketing claims |
| Live-generated | While the game is running | Runtime output that can vary by prompt, context or player action | Describe safeguards against illegal output, make the feature reproducible for review, and plan payment for any external service costs |
The classification is about when the content is made, not which model, vendor or programming language is involved. A generated image rendered once and bundled into a release is pre-generated. A dialogue system that calls a model during a match is live-generated even if the same prompt sometimes produces similar answers.
How should you disclose pre-generated AI assets?
For pre-generated material, disclose the relevant content in the survey and review it as you would any other shipped asset. Valve evaluates it under the Steam Distribution Agreement; disclosure does not create an exception to copyright, trademark, licensing or other content restrictions.
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Check rights before submission
- List every shipped output. Include assets made with AI during concepting, production or localization when the resulting file or text reaches players.
- Confirm the right to use it. Check the model or service terms, any source material supplied to the tool, third-party likenesses, trademarks and contractual restrictions. The developer remains responsible for clearing rights; Steam’s survey is not a rights determination.
- Compare the game with its promotion. Store-page art, trailers, screenshots and descriptions must accurately represent the product. A generated asset that appears in marketing should not imply a feature or quality the build does not deliver.
- Keep the survey answer aligned with the final build. If the team replaces a generated asset with hand-made work, or adds generated content late in production, reassess the answer before submission rather than relying on an earlier draft.
Steam’s plain-language definition is: “Any kind of content that ships with your game and is consumed by players that is created with the help of AI tools during development.” That wording covers more than promotional illustrations; it reaches any fixed player-consumed output created with AI assistance.
What extra safeguards does live-generated AI require?
Live generation follows the same baseline rules as pre-generated content, but Valve expects you to explain how the system limits illegal output. Describe the controls that actually exist in the shipping implementation; do not claim a filter, review queue or logging system that the game does not use.
Document the guardrails
- Filtering: input and output checks that block prohibited terms, requests or responses.
- Moderation: automated or human review processes for content that passes the first filter or is reported by players.
- Refusal behavior: what the system says or does when a request is unsafe, disallowed or outside the game’s intended scope.
- Logging: records that let the team investigate a problematic generation, subject to the privacy commitments made to players.
- Escalation: the people, process and response time for handling a report or a failure of the automated controls.
These are implementation areas to explain, not a universal checklist of controls that every game must use in the same way. Tailor the description to the actual prompts, model, filters, fallback content and moderation workflow in your build.
Make the feature reachable for review
Test the complete path a reviewer would take: launch the game, reach the relevant menu or play state, provide any required account or save data, submit a representative input and observe the generated result. Give accurate survey instructions so the review team can reproduce the feature instead of encountering a locked tutorial, unavailable server or unexplained prerequisite.
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Valve has also provided a Steam overlay reporting path for players to report suspected illegal content generated in games with live AI. Your release plan should therefore include a way to receive, investigate and act on those reports. A report channel does not replace preventative controls; it is a route for identifying failures that reach players.
Can Steam games generate Adult Only Sexual Content live with AI?
Valve currently does not want to ship Adult Only Sexual Content generated live by AI. Its documentation cites substantial legal and customer risks. Treat this as a product-design constraint for runtime systems: do not plan a live-AI feature around generating that category of content and then attempt to solve the issue solely through disclosure.
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1Repair Windows errors before they cause bigger problems2Fix the driver behind crashes, sound loss and screen glitches3Clear out junk files and repair common Windows errorsThe restriction concerns content created while the game is running. It does not turn the survey into a general approval mechanism for other adult material, and it does not remove the ordinary requirement that the entire product comply with Steam’s content rules.
How do you pay for an external live-AI service on Steam?
If the game calls an outside live-AI service with continuing per-use costs, Valve says access and payment must be handled through Steam-supported methods. Decide how the operating cost reaches the player before release; an unplanned server bill can make an otherwise approved feature unsustainable.
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| Steam-supported approach identified by Valve | How it works |
|---|---|
| Bundle the cost in the game price | Include expected service usage in the product’s upfront price. |
| Microtransactions | Sell usage or credits through an in-game purchase flow. |
| Subscription | Charge a recurring fee for access to the live feature. |
| One-time DLC unlock | Use a paid downloadable-content item to unlock the service. |
The payment choice is separate from whether the generated output is legal or acceptable. A paid feature still needs truthful survey answers, working safeguards and a review path. If usage varies widely, explain the actual entitlement and access model clearly in the store and in-game UI so players understand what their purchase enables.
What should you do before submitting the Content Survey?
Use this sequence to turn the policy into a release decision rather than a last-minute checkbox.
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- Split fixed and runtime output. Mark each item as pre-generated or live-generated based on when it is created and delivered.
- Review pre-generated rights and claims. Clear copyright, trademark, licensing and likeness concerns, then verify that screenshots and descriptions match the build.
- Map live-system controls. Write down the filters, moderation, refusal responses, logging and escalation steps that are present in production.
- Run a reviewer reproduction test. Confirm that a tester can reach the feature and generate representative content using the instructions you will provide.
- Choose the payment route. If an external service incurs ongoing per-use costs, select bundling, microtransactions, a subscription or a one-time DLC unlock through Steam-supported commerce.
- Submit the survey with precise answers. Describe what ships, how it is generated and where the reviewer can see it. Avoid broad claims that the implementation cannot support.
What happens if the AI system changes after approval?
Some survey answers cannot be edited directly after approval. If a post-approval update changes the affected AI content or generation behavior, contact Steam Support with a summary of the change and instructions that let a tester reach the affected content.
Examples include adding a new runtime generation mode, moving from fixed dialogue to model-generated dialogue, introducing a new AI-created localization set or changing the route through which players access the feature. The important trigger is a change to the content or behavior covered by the locked survey result, not merely an internal refactor that leaves player-facing output unchanged.
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How should you compare pre-generated and live-generated implementations?
The right choice depends on the experience you want and the operational risk you can manage. Use the following axes during design review.
| Decision axis | Pre-generated approach | Live-generated approach |
|---|---|---|
| Timing | Output is fixed before release. | Output is created while the game runs. |
| Player-visible variation | Players receive the authored set of assets or text. | Players may receive different output based on prompts, context or runtime state. |
| Rights and legality exposure | Review the finite shipped set and its source and license history. | Address the shipped system plus the possibility of unexpected runtime output. |
| Guardrail burden | Focus on asset review and release checks. | Maintain filtering, moderation, refusal, logging and escalation controls. |
| Steam review reproducibility | Reviewers can inspect the fixed content in the submitted build. | Provide a reliable route and instructions for triggering representative output. |
| Operating cost | Usually determined during production; no runtime service charge is implied by this category. | May involve continuing per-use costs from an external service. |
| Steam payment method | The cited guidance does not add a live-service payment requirement. | Use the supported options Valve identifies when the external service has ongoing per-use costs. |
A hybrid game can contain both categories. For example, fixed AI-created portraits may be bundled with a runtime dialogue model. Disclose and assess each part according to when it is generated, then explain the live path separately so the reviewer can distinguish the two.
What are the most common disclosure mistakes?
- Calling all AI use “development only.” Coding assistance is not the focus of the generative-content questions, but generated art, writing, sound or localization that ships to players is.
- Disclosing without checking rights. A survey answer does not authorize illegal or infringing content.
- Describing a planned guardrail instead of the shipped one. Valve needs an accurate account of how the live system prevents and handles illegal output.
- Making live content impossible to reproduce. If the reviewer cannot reach the feature, the disclosure instructions are incomplete.
- Ignoring promotional material. AI-created store-page or marketing assets can affect how the product is represented, even when they are not runtime files.
- Forgetting service economics. A live external model with per-use charges needs a Steam-supported way to collect payment or bundle the cost.
- Waiting until after an update. Locked survey answers may require Steam Support when the player-facing AI behavior changes.
Valve’s baseline statement is unambiguous: “Products on Steam must adhere to the content rules, regardless of whether it is disclosed in these surveys.” Treat the survey as an accurate description of a compliant product, not as a substitute for compliance.
Frequently Asked Questions
Does using an AI coding assistant require a generative-content disclosure?
Not by itself. Valve says efficiency gains from AI-powered development tools are not the focus of this survey section; the relevant issue is AI-created material that ships for players to consume. If the same workflow produces dialogue, art, sound or localization included in the release, assess that output separately.
Do AI-generated subtitles or translated strings count as shipped content?
Yes, when players receive those strings as part of the game’s localization. Treat each shipped language as part of the player-facing content inventory and verify that the localized material is covered by your rights and accuracy review.
Can completing the survey protect a developer from a copyright claim?
No. The survey records what the product contains, while rights clearance remains the developer’s responsibility. Valve’s disclosure process does not grant permission for infringing material.
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Use the safeguards and escalation process documented for the feature: block or replace the output, preserve the information needed to investigate under your privacy commitments, and handle the player report through the available reporting route. If the system or disclosed behavior changes materially, contact Steam Support about the affected survey answer.
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