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There is no reliable visual-only test in the sources reviewed that can prove a game marketing image or animation was generated by AI. Treat visual oddities as clues, then check the original file, any supported provenance signals, developer or publisher statements, and platform disclosures. A missing credential or a negative detector result does not prove an asset was made without AI.
What to look for in a still image or trailer
Inspect the asset at its highest available quality and note specific details that appear inconsistent. Possible prompts for closer examination include object geometry, repeated textures, lettering, reflections, shadows, hands, costume details, and whether a scene remains coherent from frame to frame. These are practical inspection heuristics, not validated standalone detection criteria.
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For promotional images
- Check whether objects, edges, and small details fit together consistently.
- Look for text or repeated patterns that change shape or structure without an apparent reason.
- Compare lighting, shadows, and reflections with the objects and surfaces they appear to describe.
For animation
Compare adjacent frames and transitions. Ask whether details stay consistent through movement, changes in perspective, occlusion, lighting, and scene cuts. A single frame may conceal inconsistencies that become apparent in motion, but none of these observations alone establishes AI use.
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Check provenance before drawing a conclusion
Preserve the original file
Save the highest-quality original asset you can find and record where it appeared, who posted it, and when. Screenshots, format conversion, cropping, compression, and editing may remove metadata or weaken some signals, so check the original before making unnecessary copies or changes. OpenAI notes that its provenance signals vary by product, model, export path, format, and date, and that ordinary operations such as screenshots or conversion can strip metadata (OpenAI Help Center).
Look for Content Credentials
Content Credentials are signed provenance records that can document information such as source, history, tools, time, and editing actions. C2PA’s August 2026 implementation-guide announcement describes capabilities for classifying AI content, disclosing AI use and human oversight, identifying affected regions, recording generation inputs, and listing edits (C2PA’s implementation-guide announcement). The announcement describes these capabilities; it does not mean every file currently contains every field.
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A credential is not synonymous with AI. The standard can also describe camera-captured media and human edits. C2PA’s guidance recommends neutral labels such as “AI-generated,” “AI-edited,” and “Camera-captured,” and says disclosures should not imply what AI use means for the content (C2PA User Experience Guidance).
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Interpret checkers narrowly
Use a compatible viewer to inspect embedded credentials, or a provider’s verifier when checking a supported watermark. Record which tool you used and what it covers. OpenAI says its verifier checks for supported OpenAI provenance signals and is not designed to detect images from other AI models. A positive result establishes a connection to the supported signal, not the asset’s complete authorship, ownership, accuracy, or context. If no signal is detected, OpenAI says only that its tool did not find OpenAI-issued provenance signals in the uploaded file (OpenAI Help Center). Extensive transformation can also make watermarks undetectable.
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Compare the asset with public disclosures
Search for the original post, making-of material, developer or publisher comments, and the game’s store disclosure. Preserve the exact wording and date of any statement. A disclosure is useful corroboration, but it is not a forensic certificate for every image or frame in a campaign.
What Steam’s survey covers
Steam’s Content Survey asks developers about generative AI used in content that ships with a game and is consumed by players, including artwork. It distinguishes pre-generated content—made during development with AI tools—from live-generated content, made while the game runs. Live-generated content has an additional guardrails disclosure requirement. Steam says efficiency gains from AI-powered development tools are not the focus of this section (Steamworks Content Survey).
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Steam also says developers promise that shipped content will not be illegal or infringing and will be consistent with marketing materials; prerelease review evaluates AI output like other content. This is Steam policy guidance, not a universal legal rule. Its survey concerns game content and does not by itself verify the origin of each promotional asset. Consult the live survey documentation because platform wording can change.
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Provenance can help describe how a file was created or changed. It does not, by itself, decide whether an image is deceptive, infringes someone’s rights, or accurately represents the finished game. Likewise, a visual inconsistency does not establish that a publisher used AI or misled buyers.
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For advertising claims, the FTC’s general guidance says truth-in-advertising standards apply online, including when software and services are sold (FTC Advertising and Marketing). That general guidance is not a finding about any particular game campaign; legal questions can depend on jurisdiction and circumstances.
Quick Recap
How to state what you found
- “The publisher disclosed AI use in this asset.” Use this when you have a relevant, attributable statement.
- “The file contains a supported provenance signal.” Name the signal or verification tool and its scope.
- “The image has visual inconsistencies that merit checking.” Describe the specific details rather than treating them as proof.
- “We could not verify the asset’s origin.” This is the appropriate wording when available evidence does not establish provenance.
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