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Random freezes, missing sound and display glitches usually trace back to one bad driver. Find and replace yours safely.Free scan · under a minuteBefore release, map every AI-assisted element to what players will see, hear, read, or generate; then verify its rights, platform disclosures, rating information, marketing, and territorial obligations. A finished AI-assisted asset, content generated during play, and an AI tool used only behind the scenes are different cases—and should not be treated as one universal disclosure category.
What AI-generated or AI-assisted content will players encounter?
Start with an inventory of the shipped game and its player-facing materials. Record whether AI contributed to artwork, audio, dialogue, story, localization, store-page copy, or other content players consume. Separately identify any feature that generates text, images, audio, or other content while the game is running.
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Also record AI use confined to internal development workflows, such as tools used to speed up production without contributing content players consume. Steam’s current Content Survey focuses on content that ships with the game and is consumed by players; it says efficiency gains from AI-powered development tools are not the focus of that section.
| Use of AI | What to record | Why the distinction matters |
|---|---|---|
| Finished, pre-generated content in the shipped game | Which player-consumed assets or text were AI-assisted, where they appear, and how they were edited. | Steam’s survey asks about AI-generated content that ships with the game and is consumed by players. |
| Live content generation during play | What the game sends to and receives from the generation system, when generation occurs, and what limits or moderation are in place. | Steam treats live-generated content separately and asks developers to describe guardrails intended to prevent illegal content. |
| Internal development aid only | Which workflow used AI and whether any output made it into the product or its player-facing materials. | Steam says development-tool efficiency gains are not the focus of its AI content survey section; that is not a general exemption from other obligations. |
Include content beyond the core build: trailers, screenshots, demos, store descriptions, and other promotional assets can also shape what players and platforms understand about the product.
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Can you substantiate your rights to every shipped asset?
For each relevant asset, check its source and the terms governing the tool or service used to create it. Identify any third-party material incorporated into the output, review the applicable licenses, and confirm that you can make the rights and compliance representations required by the store or distributor.
- Keep a record of the source material and generation tool or service.
- Check the service terms that applied when the output was made and any license conditions on the final asset.
- Document substantial human edits and the final use of each asset.
- Review whether the material could reproduce or incorporate someone else’s protected work, identity, or other third-party material.
Valve says Steam submissions must not contain illegal or infringing content and must be consistent with marketing materials. A platform disclosure does not replace the publisher’s responsibility for the content or its rights. Copyrightability is not a blanket yes-or-no rule for all AI outputs: the U.S. Copyright Office’s AI study includes a part addressing copyrightability of generative AI outputs, but the answer for a particular work depends on the output, human contribution, licenses, jurisdiction, and facts. Seek qualified legal review for uncertain or high-stakes cases.
What does Steam require you to disclose?
Steam requires completion of its Content Survey before store-page and product-build review. Answer for the actual build and store page, distinguishing shipped, player-consumed AI content from live generation and internal workflow use. Steam may display much of the disclosure on the store page, so the answers should describe the experience customers will actually encounter.
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- Review Steamworks’ Content Survey. Identify each shipped player-facing AI-generated element and whether the game also generates content live.
- Describe live-generation safeguards. Explain the implementation and the guardrails intended to prevent illegal output.
- Check the answers against the release materials. Make sure the build, store page, and survey describe the same product.
- Revisit the survey when the game changes. Steam says some survey answers cannot be edited after approval without contacting Steam Support.
Steam’s guidance states: “Efficiency gains through the use of these tools is not the focus of this section.” That describes the scope of this survey section; it does not waive other platform, contractual, or territorial requirements. Completing the survey also does not guarantee acceptance: the product remains subject to Steam’s content rules.
If a Steam game connects to a live AI service with ongoing input or output costs, the developer must manage service access and player payment. Steam identifies options including pricing those costs into the game, microtransactions, a subscription, or DLC. This point matters only when the game actually has those service costs.
Which rating process applies to your release?
Identify the market and distribution route before preparing rating disclosures. ESRB describes one process for physical retail games and a different questionnaire route for digital games; ESRB is not the universal rating path for every territory or storefront.
Physical retail games
ESRB’s physical-game process uses a publisher questionnaire and a video showing typical gameplay, missions, cutscenes, and the most extreme content. The content inventory should account for context, reward systems, player control, and relevant edge or locked material—not just an average play session. ESRB says physical-game content videos are reviewed by at least three trained raters. It also says sanctions and fines of up to $1 million may apply to publishers who fail to disclose content fully.
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Digital games
Digital games use IARC’s questionnaire process. Confirm which rating system or process applies to the specific storefront and territory, then answer based on the content players can encounter, including relevant locked or conditional content.
Do the store page and promotions accurately represent the game?
Compare the released experience with every public-facing claim and asset: screenshots, trailers, demos, descriptions, and rating claims. A disclosure form cannot correct a misleading impression created by marketing. Check that material presented as gameplay is representative and that ratings match the actual product and applicable market.
For qualifying advertising of ESRB-rated physical games in the United States and Canada, the Advertising Review Council says ads should accurately reflect the product and its rating. Internet trailers may show game content if they reflect the game’s true nature and do not exceed pertinent content in the game. These standards are specific to the stated rating and market context, not a universal rule for all advertising.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Could territorial transparency rules apply?
For distribution in the EU, assess whether the game’s actual use and publication fall within the transparency duties in Article 50 of the EU AI Act. The European Commission says the obligations apply from August 2, 2026. Its description includes machine-readable marking and detection concerns, as well as disclosure for specified deepfakes and some AI-generated text published on matters of public interest.
This does not establish a requirement to put a visible label on every AI-generated game asset. Applicability depends on the system, the content, and how it is published or used. The Commission’s voluntary code supports compliance; the code itself is not mandatory and does not replace the law. Assess the particular use rather than treating every AI-assisted asset or game announcement alike.
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What should your release record contain?
Maintain an asset-level review trail so you can answer platform questions and reassess the release when content changes. A practical record should connect AI use to the final product and the disclosure made to players.
- Asset or feature, its location, and whether it is shipped content, live generation, or internal workflow use.
- Tool or service used, relevant terms and licenses, source material, and any third-party content concerns.
- Human edits, review steps, and safeguards for player-generated or live-generated output.
- Relevant store survey answers, rating disclosures, and the wording used on store pages or in promotions.
- Markets and distribution routes reviewed, the reviewer, and the date of the review.
Recheck the record and disclosures whenever the build, generation service, store page, or distribution plan changes. Because platform forms and territorial guidance can change, verify the applicable requirements again immediately before submission.
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