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Steam requires developers to disclose player-facing AI-generated content in its pre-release Content Survey, including a separate description of safeguards for content generated during play. itch.io uses project-level AI disclosures and tags, with a specific requirement for asset creators and possible browse-indexing consequences for untagged AI assets. Epic Games Store’s reviewed public distribution rules set general content and listing standards, but do not state a comparable AI-specific label requirement. That difference describes what the stores publish; it does not make an AI disclosure permission to publish infringing or otherwise prohibited material.
At a glance
| Name | Disclosure trigger | What players or visitors may see | Moderation or discovery consequence | Checked |
|---|---|---|---|---|
| Steam | AI-created content consumed by players, either made during development or generated while the game runs | Valve said much of the disclosure appears on the store page | Normal content rules and pre-release review still apply; live generation requires safeguards against illegal output | Oct 2026 |
| itch.io | Project-level generative-AI disclosure, with categories for graphics, sound, text/dialogue, and code; specifically mandatory for asset creators | “AI Generated” or “No AI” tags, with content-type subtags available | Undisclosed AI assets may lose browse indexing; mass-produced, minimally curated pages may also be deindexed | Oct 2026 |
| Epic Games Store | No comparable AI-specific requirement found in the reviewed public Store rules | No comparable AI label is specified in those rules | General content, rights, and listing-accuracy rules apply; complaints may prompt review and removal | Oct 2026 |
This is a comparison of published rules, not a ranking of which store is most permissive. Epic’s authenticated developer submission fields were not verified, so its public rules cannot establish what every publisher may be asked privately.
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The practical differences are the trigger for disclosure, what information is exposed to an audience, and what can happen if a creator does not comply. Steam’s published survey distinguishes content made before release from output generated during play. itch.io’s field creates project tags and has a specific asset-creator requirement. Epic’s reviewed public rules describe content and listing standards without specifying a parallel AI label.
What does Steam require developers to disclose?
Steam’s Content Survey asks developers to identify generative-AI content that ships with a game and is consumed by players. The survey distinguishes content created during development from content generated while the game is running. Its current guidance is in Steamworks’ Content Survey documentation.
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The timing distinction is useful when preparing a submission: first identify what players will encounter, then determine whether it was made during development or is generated at runtime. The documentation gives examples of player-facing material rather than treating every behind-the-scenes production tool as equivalent. It also makes clear that live generation has an additional safeguard-description element.
Pre-generated content
Pre-generated content is created with AI during development and included in the released game. Steam gives examples such as artwork, sound, narrative, and localization. The relevant trigger is the content players receive, rather than simply whether a developer used an AI tool somewhere in the production process.
Steam’s guidance says efficiency gains from AI-powered tools are not the focus of this survey section. That means the published documentation does not support a blanket claim that every use of a coding assistant requires an AI-content disclosure. Developers should answer based on the survey’s stated focus and the actual content shipped, rather than assuming either that all AI use must be declared or that any particular tool use is exempt.
For example, if a coding assistant helped a team work faster but its output is not itself a player-consumed part of the game, the guidance’s stated focus is not efficiency. By contrast, if generated text, localization, art, or audio is part of what players receive, those are among the types of content Steam identifies. The documentation does not turn that distinction into a universal tool-by-tool exemption; developers still need to answer the survey accurately for their product.
Live-generated content
Live-generated content is produced while the game runs. Steam asks developers to describe safeguards against illegal output for this category. That is an additional disclosure about how runtime generation is constrained; it does not replace the ordinary content rules.
In practical terms, a developer should be prepared to explain what is generated during play and what guardrails are intended to prevent illegal results. The published survey asks for a description of safeguards; it does not establish one universal technical design or promise that a particular safeguard will satisfy every review. The key point is that runtime generation is not treated as just another pre-generated asset declaration.
Valve announced in January 2024 that much of the submitted disclosure would appear on game store pages and described an in-game overlay route for players to report allegedly illegal live-generated content. Those are mechanisms Valve announced, not a guarantee that every detail of a particular store page or reporting flow will appear in a specific form. The announcement is the source for the player-facing and reporting mechanisms; the current survey documentation explains the developer’s disclosure categories.
Does disclosure make otherwise prohibited content acceptable?
No. Steam evaluates pre-generated AI output under the same expectations that apply to other submitted material, including rules against illegal or infringing content and the requirement that the game match its marketing. Completing the survey is not an exemption from Steam’s content rules or pre-release review.
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This is the basic difference between disclosure and permission. A developer can accurately disclose that content was generated with AI and still have a problem if the content violates rights or other applicable rules. Likewise, the disclosure does not make an inaccurate store description acceptable. AI origin is one fact about the content, not a substitute for compliance review.
There is a narrow published exception for runtime sexual content: Steam’s current survey FAQ says Valve does not want to ship live-generated Adult Only sexual content at this time. That statement should not be expanded into a ban on all AI-assisted adult games. It is specifically about live-generated Adult Only sexual content, not a blanket rule that every game involving AI or adult themes is disallowed.
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How does itch.io’s AI disclosure and tagging work?
itch.io provides a project-level Generative AI disclosure. Selecting “yes” applies an “AI Generated” tag, while selecting “no” applies “No AI”; creators can also identify graphics, sound, text and dialogue, or code. The platform announced the field on November 20, 2024, in its creator disclosure and tagging announcement.
These tags describe whether generative-AI output is part of a project and the type of output identified. The published categories do not offer a percentage showing how much of a project was AI-generated, nor do they establish a tool or model provenance field. A creator should not treat “AI Generated” as a quantified measure of the amount of AI use.
Who has to complete the field?
The announcement makes disclosure specifically mandatory for asset creators. An itch.io administrator encouraged other creators to fill it out, but the announcement does not establish that every game creator is subject to the same universal requirement. This distinction matters: an asset page and a game project are not interchangeable cases under the published guidance.
For an asset creator, the requirement matters even when the generated asset has been altered after generation: itch.io’s announcement says that AI-generated assets should be tagged, including assets modified after generation. For creators outside that specified group, the administrator’s encouragement is not the same as a universal mandatory rule. The safest reading is to follow the field’s instructions and use accurate tags without overstating the scope of the requirement.
What happens if an AI asset is not tagged?
itch.io says untagged AI-generated assets may lose eligibility for browse-page indexing, including assets that have been modified after generation. Its creator quality guidelines state, “Failure to tag your asset page may result in delisting.” The consequence described is about discovery: a page can remain reachable directly even if it no longer appears in browse results. Delisting from discovery is not the same as deleting the project or banning all AI content.
That distinction is important for creators diagnosing visibility. A page that cannot be found through browse does not necessarily mean the project has been erased, and a project reachable by its direct page address may still have lost discovery eligibility. Conversely, not every absent result proves an AI-tag enforcement action: itch.io’s indexing guidance mentions other review and quality checks too.
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Can AI-generated games be deindexed for other reasons?
Yes. itch.io’s quality guidance discourages automatically mass-producing AI game or asset pages, including minimally curated projects, and calls for accurate tagging. The platform also has other review and quality checks, so a project missing from search or browse results is not by itself proof that an AI-specific rule caused its absence.
The quality-guideline concern is not simply the presence of generative AI. It includes pages produced at scale with little curation, and the platform expects tags to be accurate. That makes two separate questions relevant: whether a creator completed the disclosure accurately, and whether the page meets the platform’s broader standards for quality and discoverability. The guidance does not state that every AI-made project is automatically hidden.
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1Clear out junk files and repair common Windows errors2Fix the driver behind crashes, sound loss and screen glitches3Repair Windows errors before they cause bigger problemsThe disclosure category is generative AI, not every system commonly called “AI” in games. itch.io distinguishes generative output from conventional game AI such as NPC pathfinding or procedural levels; those mechanics alone are not the kind of output its AI tags describe. A developer should distinguish a system that generates creative material from ordinary game logic rather than assuming the word “AI” means the same thing in every context.
Can a jam host set a stricter rule?
Yes. An optional jam setting announced on September 14, 2026, lets individual hosts require completion of a project’s AI disclosure or restrict entries to projects declaring no generative-AI use. This is a host-level entry condition, not a storewide ban. The update is described in itch.io’s jam submission requirements update.
A creator entering a jam should therefore check both the platform’s general project guidance and that jam’s own submission conditions. A host can choose to require the disclosure field or to limit entries according to a no-generative-AI declaration. That local rule applies to the event’s entries; it does not convert into a sitewide prohibition on AI-generated projects.
Does Epic Games Store require an AI-generated-content label?
No comparable requirement appears in the reviewed public Epic Games Store distribution rules. Epic’s public distribution FAQ describes general content and listing requirements, rather than a Steam-style AI survey or itch.io-style AI tags.
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The rights rule remains relevant regardless of whether an item was produced with AI. Epic’s Content Guidelines state: “The content you create, publish, or use cannot infringe or violate someone else’s rights, including their intellectual property rights.” An AI label, where a store has one, would not itself grant rights to content or override the store’s general restrictions.
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The careful conclusion is that no comparable AI-specific requirement was found in Epic’s reviewed public rules—not that Epic never asks about AI or does not check AI use. The authenticated Developer Portal submission fields were not verified. A January 20, 2026 UK House of Commons Library briefing also reported that Epic does not require similar disclosures, but the public-rule comparison still should not be presented as proof of every private submission-field requirement.
Keep Epic’s separate creator systems distinct
These rules concern distributing games through the Epic Games Store. They should not be conflated with rules for assets in another Epic marketplace or with Fortnite creator requirements, which concern different publishing contexts. A requirement or label in one Epic ecosystem would not, by itself, establish a Store publisher requirement.
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What is the difference between an AI disclosure and a moderation rule?
A disclosure tells a platform—or, in some cases, the audience—what kind of AI-generated material a project contains. A moderation rule determines whether content or conduct is allowed and what the platform may do when it violates policy. A label is not a license, and the absence of a label requirement is not a finding that all AI output is allowed.
- Disclosure: Steam asks about player-consumed pre-generated and live-generated output; itch.io applies project tags and content-type categories.
- Audience visibility: Valve said much of Steam’s submitted disclosure would appear on store pages. itch.io’s tags communicate the project’s declared status. The reviewed Epic public rules do not specify a comparable AI label.
- Moderation: Steam’s general content and review rules continue to apply; itch.io may restrict browse discovery for untagged AI assets or mass-produced pages; Epic’s public rules focus on prohibited content, rights, and accurate listings, with possible re-review and removal.
These are different stages of platform handling. A disclosure field can help classify a project and communicate information; a content rule can still prohibit material; and a platform can separately make decisions about discoverability, review, or removal. The platforms do not publish interchangeable mechanisms, so a tag on one store should not be assumed to have the same effect as a survey answer or an Epic listing review.
These policies do not establish a platform-wide rate of AI disclosure, AI-game prevalence, or AI-related takedowns. A tag count or an individual missing browse result should not be treated as a reliable measure of how much AI content exists or how often a platform enforces its rules.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Which policy details should a developer check before publishing?
Use the platform’s current submission instructions and the project’s actual content as the decision points. Keep the disclosure question separate from the question of whether each asset, output, and store-page claim complies with the applicable rules.
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- Separate pre-made material from runtime output. This distinction is explicit in Steam’s Content Survey and determines whether the developer must also describe safeguards for live generation.
- Check the platform and project type. itch.io’s specific mandatory field applies to asset creators; a jam may impose its own disclosure or no-generative-AI entry condition.
- Complete fields accurately and keep the broader rules in view. Disclosure does not settle rights, legality, prohibited-content, or listing-accuracy questions.
- Interpret consequences narrowly. itch.io describes possible browse deindexing, which is not the same as deletion. Epic’s public rules describe possible review and removal following complaints, not a published AI-specific label sanction.
- For Steam: Identify player-consumed AI content, distinguish material made during development from output generated during play, and be ready to describe safeguards for live generation.
- For itch.io: Determine whether the page is an asset page subject to the specified mandatory field, select accurate project tags, and account for possible discovery effects. If submitting to a jam, check that host’s entry requirements.
- For Epic Games Store: Follow the published content, rights, and listing standards, but do not infer from the public rules that unverified private submission fields do not exist.
Rules can change, and these platforms do not publish equivalent AI disclosure systems. The platform documentation checked for this comparison was current as of October 30, 2026. For a release decision, the latest platform documentation is more authoritative than assumptions based on another store’s form or label.
Frequently Asked Questions
Does Steam require an AI disclosure if I only used a coding assistant?
Steam’s current survey guidance says efficiency gains from AI-powered tools are not the focus. It asks about generative-AI content that ships to and is consumed by players, such as artwork, sound, narrative, or localization, and distinguishes that content from AI output generated during play. The published guidance does not support a blanket claim that every coding-assistant use must be disclosed; answer the survey based on the content and its stated scope.
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Are AI-generated games banned on Steam?
The published rules described here do not establish a blanket ban on AI-generated games. Steam requires disclosure of relevant player-facing AI content and continues to apply its ordinary content rules. Its survey FAQ identifies a narrower exception: Valve does not want to ship live-generated Adult Only sexual content at this time. That should not be generalized to all AI-assisted adult games.
Will itch.io delist my AI-generated asset pack if I don’t tag it?
itch.io says an untagged AI-generated asset page may lose browse-page indexing, and its quality guidelines warn that failure to tag an asset page may result in delisting. That refers to discovery, not necessarily deletion: a directly accessible page may remain available. The disclosure is specifically mandatory for asset creators.
Does Epic Games Store require an AI-generated-content label?
No comparable AI-specific label requirement appears in Epic’s reviewed public Store distribution rules. Those rules instead address content, rights, and accurate listings. This does not prove that no AI-related question exists in authenticated Developer Portal fields, which were not verified.
What’s the difference between an AI tag and a content-moderation rule?
A tag or disclosure identifies the presence or kind of generative content. A moderation rule determines what content is allowed and what action a platform may take. A tag does not grant permission to use infringing material, and a platform without a public AI tag requirement may still enforce its general content and rights rules.
Can an AI tag show what percentage of a game was made with AI?
The described itch.io categories identify types of generative output, not a percentage or a share of the project. The published Steam disclosure likewise distinguishes content types and generation timing rather than offering a quantified AI-use score.
Does an AI disclosure identify the model or tool used?
The fields described in these policies focus on whether generative content is present and what type it is; the reviewed materials do not establish a requirement to name a model or software tool. Do not assume a tag supplies that level of provenance.
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The quality guidance distinguishes generative-AI output from conventional game AI, giving NPC pathfinding and procedural levels as examples of the latter. Those mechanics alone are not the kind of generated content its AI tags describe.
Can I tell how many AI games have been removed from these policies?
No platform-wide AI-related takedown or disclosure rate is established by the cited platform policy materials. They describe rules and possible consequences, not an aggregate enforcement count.
The Bottom Line
Steam’s published survey covers player-facing AI content and separately asks about safeguards for live generation. itch.io uses project tags, requires disclosure specifically from asset creators, and may remove untagged AI assets from browse discovery. Epic’s reviewed public Store rules contain no comparable AI-specific label requirement, but they still apply general content, rights, and listing standards. Across all three, disclosure is not permission to publish prohibited or infringing material.
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