Tell viewers which trailer elements generative AI created or materially assisted, what the tool contributed, and whether those elements appear in the game. Put a concise, readable notice in the video near the relevant material, then give fuller details in the description and applicable storefront disclosures. A statement such as “Generative AI created background concept imagery in this trailer; those images are not gameplay footage” is clearer than “AI was used”—but it is an example, not a legal safe harbor.
What a useful AI disclosure should tell viewers
Name the content and describe the AI’s role. A viewer should be able to tell whether AI contributed to visuals, video, voice, music, writing, translation, or another identifiable part of the trailer—and whether it generated a complete asset or assisted a human-made one.
- Identify the asset type: for example, a synthetic voice-over, generated environment art, or AI-assisted music.
- Describe the contribution: distinguish generated output from limited assistance, human editing, or refinement. Do not imply that people created an asset unaided if AI generated it, or exaggerate a minor AI assist into full generation.
- Explain what the viewer is seeing: say whether the material is captured gameplay, an in-game asset, a work-in-progress element, or illustrative content that will not appear in the game.
Steam’s Content Survey gives artwork, sound, narrative, and localization as examples of player-consumed AI content, and asks developers to describe implementation in detail. Valve’s Steamworks Content Survey
Where and when to disclose it
Use a short on-screen notice early enough, and hold it long enough, for viewers to read it before or as they encounter the relevant impression. A notice buried at the end may arrive too late to clarify a striking synthetic scene. Put fuller detail in the video description and in the relevant storefront disclosure, including Steam’s survey when applicable.
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This placement is a practical standard, not a claim that one format or wording satisfies every jurisdiction’s law. The FTC’s Native Advertising guide search result says multimedia disclosures should reach consumers before the related advertising message; verify current guidance and local rules before drawing a legal conclusion. FTC, Native Advertising: A Guide for Businesses
Separate trailer imagery from the game itself
If AI-assisted scenes are illustrative rather than captured gameplay, say so plainly. Do not let generated concept imagery, simulated characters, or synthetic environments create a false impression that those assets or features are in the released or planned game. Claims about graphics, characters, features, and gameplay should match the product.
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This distinction also matters for Steam: Valve says its prerelease review evaluates AI-generated output like non-AI content, including whether a game meets the developer’s promises. Steamworks Content Survey
What Steam’s disclosure process covers
Steam distinguishes AI-generated content shipped with a game and consumed by players from AI tools used only for workflow efficiency. Valve says, “Efficiency gains through the use of these tools is not the focus of this section.” Its examples of covered player-consumed content include artwork, sound, narrative, and localization. Steamworks Content Survey
Pre-generated and live-generated content
Valve defines pre-generated content as player-consumed material made with AI tools during development and shipped with the game. Live-generated content is created by AI while the game runs; Steam asks developers to describe guardrails intended to prevent illegal output.
Marketing assets and the current form
A trailer is marketing material, not automatically content shipped with and consumed in the game. The official survey is framed around game content, while Game Developer reported on January 16, 2026, that Valve’s updated form includes game-associated materials such as marketing assets and the store page. Studios releasing on Steam should describe trailer-related use accurately in the disclosure flow and check the current form, which may change. Game Developer, “Valve tweaks and clarifies AI disclosure rules for Steam”
A practical disclosure workflow
- Inventory the trailer: identify each meaningful generative-AI contribution that remains in the public cut, including image or video, voice, music, text, translation, and other assets.
- Describe each contribution accurately: record whether AI generated, substantially modified, or only assisted the asset, and what human review or refinement followed.
- Classify what it depicts: note whether it is actual gameplay, an in-game asset, work in progress, or illustrative material that will not ship.
- Write and place the notice: name the relevant content and AI role in a legible on-screen disclosure; use the description and storefront fields for additional detail.
- Check consistency: compare the video, description, Steam submission, store page, and press or creator materials. Update the copy if an edit or replacement asset changes the trailer’s AI contributions.
- Keep an internal asset record: as a production practice, track the asset identifier, creator or vendor, tool and version if known, contribution type, human review, rights and permissions review, and where the asset appeared. This is a practical recommendation, not a stated Steam mandate.
How to assess a disclosure
Check each channel against four practical questions: does the audience see the notice before the relevant impression; does it identify both the content and AI’s role; does it distinguish illustrative material from the actual game; and does it match the platform submission and other marketing? These are editorial criteria for clear communication, not a quoted regulatory test.
The FTC’s AI topic page documents agency attention to AI-related deception and claims, but it does not establish a universal rule requiring an AI label on every game trailer. The evidence here supports Steam’s disclosure process and general advertising guidance, not a worldwide trailer-label requirement. FTC, Artificial Intelligence
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