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Steam has a developer survey that distinguishes AI-created content shipped with a game from AI content generated while it runs. itch.io asks creators to disclose generative-AI materials through a project field and tags, and describes enforcement for game asset pages. We could not verify a current, public GOG disclosure rule in official materials. These systems do not let buyers make the same comparison: Steam documents what developers report, itch.io describes a buyer-facing disclosure mechanism, and GOG’s position remains unconfirmed. This comparison reflects platform documentation checked on October 25, 2026; storefront rules and page interfaces can change.
What can buyers compare across Steam, itch.io, and GOG?
Buyers can compare the platforms’ stated disclosure processes, but not reliably determine from these materials whether every game used AI at some point in production. Steam’s survey centers on generative AI used to make content that ships with a game and is consumed by players. itch.io has an explicit disclosure field and says disclosed projects appear on an AI-assisted browse page. A current official GOG rule or buyer-facing disclosure was not verified.
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| Platform | What creators are asked to disclose | What buyers can see, according to official materials | Live generation and enforcement |
|---|---|---|---|
| Steam | In the Steamworks Content Survey, developers report generative AI used to create content that ships with the game and is consumed by players. Valve says efficiency gains from AI-powered development tools are not the focus. | Valve says survey responses help customers understand product content and are considered alongside the submitted build and store page. The documentation does not establish a particular public label or exact buyer-facing placement. | Valve distinguishes pre-generated and live-generated content. Developers must describe safeguards for live generation against illegal output; Valve also says its prerelease review evaluates AI output under the same stated content commitments as non-AI output. |
| itch.io | Creator guidance asks projects containing generative-AI-produced materials to use the AI Disclosure section on the project edit page. | itch.io says disclosed projects appear on an AI-assisted browse page. An administrator’s November 20, 2024 announcement described an AI Generated or No AI tag based on the disclosure response, with sub-tags for graphics, sound, text and dialog, and code. | Guidance says disclosure is strictly enforced for game asset pages and an untagged asset page may be delisted. Conventional systems such as NPC pathfinding and procedural level generation are excluded from its generative-AI tags. |
| GOG | Not verified from a current official source located for this comparison. | Not verified from a current official source located for this comparison. | No current official disclosure or enforcement rule could be confirmed. That does not establish that GOG has no policy. |
What does Steam’s AI disclosure cover?
Steam’s disclosure is part of a developer-facing Content Survey, completed before a store page and product build are submitted for review. Valve says the answers inform prerelease review and help customers understand how a product’s content matches their expectations and preferences. Review compares survey responses with the submitted build and store page; this is not a promise that the survey audits every AI tool used in development.
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The key scope is content made with generative AI that ships with the game and is consumed by players. Valve gives artwork, sound, narrative, and localization as examples. It explicitly says, “Efficiency gains through the use of these tools is not the focus of this section.” In practical terms, a developer’s use of an AI tool to speed up work does not by itself mean the survey is describing shipped AI-created content.
That scope creates an important two-part test for a buyer. First, did a generative system help create material that remains in the product? Second, is that material something players consume, such as a visual, a sound, written dialogue, or a translated line? If both answers are yes, the use is close to the category Valve describes. If the only use was an internal productivity aid, the survey wording does not present that as the focus.
Pre-generated content: made during development
Valve calls content made with AI during development and included in the released game “Pre-Generated.” A game asset or other player-consumed material can fall within that category even though the player does not see an AI model generate it in real time. A finished image placed in a menu, a sound effect shipped in an audio bank, or written material prepared for a campaign are all examples of the kind of player-facing content the category is designed to describe when generative AI was used to make them.
Pre-generated does not mean incidental. The category is about when the material was created, not how prominent it is. A single voice line, localization passage, or illustration can be relevant if it is part of the shipped experience. Conversely, the label does not tell you how much of the game was made that way, which model was used, or whether a human substantially edited the result; the cited Steam wording establishes the category, not a percentage or production history.
Valve says its prerelease review considers AI-generated output under the same stated rules as non-AI output. Those commitments include avoiding illegal or infringing content and ensuring content is consistent with marketing. The fact that AI was involved does not, in Valve’s description, create a separate exemption from those review standards. Buyers should therefore read the disclosure as a content and review signal, not as a guarantee that every legal or artistic concern has been independently resolved.
Live-generated content: created while the game runs
“Live-Generated” content is produced with AI while the game is running. Developers must describe the safeguards they use to prevent illegal output. That requirement is especially relevant to interactive features where the content can vary from one player or session to another. A runtime system could produce dialogue, images, or other material on demand, so the shipped build alone may not show every possible result during a short review.
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Valve’s documentation says it does not want to ship live-generated AI adult-only sexual content at this time. This is a stated limitation in Valve’s current documentation, not a general claim about every kind of mature content or every platform. It also shows why the pre-generated/live-generated distinction matters: a fixed, reviewed asset and an open-ended runtime service create different review and safety questions.
For a buyer, a live-generation disclosure is a prompt to look for operational details. Does the feature require an online service? Can players enter prompts? Are outputs moderated or filtered? Steam’s cited materials require developers to describe safeguards against illegal output, but they do not promise that a store page will answer every usability, privacy, latency, or moderation question. Those details must come from the game’s own description or support information.
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What a Steam buyer should infer—and not infer
A disclosure can tell a buyer that the developer reported a covered use of generative AI. Valve says survey answers are used in review and help customers understand product content, but the materials do not establish that the public store page always presents a particular tag in a particular location. The survey is therefore evidence of a developer submission and review process, not a universal visual badge whose placement is identical for every title.
- A disclosure about shipped content is not the same as a statement that the game was developed without AI tools.
- Absence of a visible disclosure is not proof that no AI tool was used during production; production efficiency is outside the stated focus of this survey section.
- The survey’s review role does not make it a complete audit of every tool, asset, or production step.
- A reported use does not reveal the share of the game affected, the degree of human editing, or the identity of a model unless the developer supplies those details separately.
- “AI” in a game’s marketing may refer to ordinary opponent behavior or another non-generative system, which is not the same category as the Content Survey’s generative-AI section.
Valve also says some survey results cannot be edited after approval without contacting Steam Support. That matters to developers maintaining a listing, but it does not tell buyers how to interpret an undisclosed production workflow. It does mean that a developer’s submission is tied to a formal review process rather than being an informal note added only after launch.
Where is the AI disclosure on itch.io?
itch.io’s creator guidance directs creators of projects containing generative-AI-produced materials to the AI Disclosure section on the project edit page. It says disclosed projects appear on an AI-assisted browse page. This gives buyers a stated discovery route, although the guidance is not a guarantee that every project or page will be tagged correctly. A buyer can use the browse category as a starting filter, then inspect the individual project description for context.
An itch.io administrator’s November 20, 2024 developer announcement described the disclosure field’s design: a creator declaring yes adds an AI Generated tag, while declaring no adds a No AI tag. It also described sub-tags for graphics, sound, text and dialog, and code. These sub-tags are useful because “AI use” can apply to one medium without applying to all of them. Treat that as the announced feature design; the current creator guidance remains the practical reference for using the disclosure field.
The presence of both positive and negative tags also changes how a buyer reads a page. A No AI tag is a creator’s declaration within itch.io’s system, not an independent forensic certification of the entire development history. An AI Generated tag identifies a disclosed category, but the tag alone may not say whether the material is optional, central to the game, pre-generated, or created during play. The project description is still necessary for those distinctions.
What itch.io counts as generative AI
itch.io describes generative AI in terms of systems that create new content by learning from large datasets. Its guidance distinguishes this from traditional game AI and self-contained algorithms, which do not need the generative-AI tags. Examples it gives include NPC pathfinding, procedural level generation, fuzzy logic, dynamic difficulty adjustment, and dynamic music.
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That distinction prevents a common category error: a game can use “AI” in the conventional gameplay sense without using generative AI to make new material. A procedural level generator built from the game’s own rules, for example, is not treated in the guidance as the same thing as a system generating new content from learned patterns. Likewise, an enemy that selects a route through a maze is using game logic, not necessarily creating a new asset or passage through a generative model.
For comparisons, ask what the system produces and how it produces it. If it selects, rearranges, or simulates elements using self-contained rules, itch.io’s examples place it outside the generative-AI tags. If it creates new graphics, sound, text, dialogue, or code through the generative approach described by the platform, the AI Disclosure section is the relevant surface. The platform’s examples are boundaries for tagging, not a universal technical definition for every company or storefront.
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What itch.io says about enforcement and page quality
itch.io says it is strictly enforcing disclosure for game asset pages because of legal ambiguity around rights associated with generative-AI content. Its guidance warns that failure to tag an asset page may result in delisting. This is a stated enforcement risk for asset pages; do not extend it into an unsupported claim that all undisclosed game pages are automatically removed.
The asset-page focus matters to buyers who obtain individual sprites, sound packs, fonts, or other development materials rather than a complete game. The platform specifically connects disclosure to uncertainty about rights, so an untagged asset listing deserves extra caution when provenance or licensing affects a purchase. The warning does not establish that every disputed page is delisted or that a tag resolves ownership questions.
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Do GOG game pages disclose AI use?
A current official GOG disclosure rule could not be verified for this comparison. The official materials located did not establish whether GOG requires a generative-AI disclosure field, displays an AI label on game pages, or applies a particular enforcement policy. There is therefore no responsible way to map Steam’s survey categories or itch.io’s tags onto GOG by assumption.
That uncertainty is not evidence that GOG has no policy. A secondary article published in 2026 characterized GOG disclosure as unclear, but it does not establish the platform’s current rule and is not a substitute for GOG’s own developer documentation or statement. Buyers who need a definitive answer for a specific game should check the game page and seek current clarification from GOG rather than infer its policy from Steam or itch.io.
For a cross-store comparison, mark GOG as “not verified” on both the creator-process and buyer-interface axes. Do not convert an empty or hard-to-find label into “No AI,” and do not treat a developer’s statement on another storefront as proof of what appears on GOG. A game may have separate listings, descriptions, or submission histories on each platform.
How should you evaluate a game’s AI disclosure?
Start with the platform’s stated scope, then check what the developer actually says about the game. A platform label can be useful evidence of a reported category, but it may not answer whether AI was used for development assistance, what material was generated, or whether content is created at runtime.
- Identify the storefront. Steam, itch.io, and GOG do not have interchangeable disclosure systems. Use the platform-specific information rather than assuming one store’s rules apply elsewhere.
- Look for the relevant disclosure surface. On itch.io, creator guidance points to the project’s AI Disclosure field and the AI-assisted browse page. On Steam, Valve documents a developer survey, but the cited materials do not specify a universal public tag placement. For GOG, a current official presentation was not verified.
- Read what the disclosure actually covers. A generative-AI disclosure concerns content creation under the platform’s definition; it should not automatically be read as a list of all production tools or as a claim about every conventional game system.
- Separate pre-generated from live-generated use. On Steam, fixed material made during development is different from material produced while the game runs. The distinction affects what questions you should ask about moderation, variability, and the player’s interaction.
- For interactive generation, look for specifics. Steam distinguishes content generated during play and requires developers to describe safeguards against illegal output. A general mention of AI may not explain how a live feature behaves.
- Check the medium. If itch.io identifies graphics, sound, text and dialog, or code, use that information to determine which part of the experience is affected rather than assuming every asset was generated.
- Use the game’s own description to resolve details. If a specific asset, voice, story element, or interactive feature matters to your decision, seek a clear description of that feature rather than treating a broad platform category as a complete account.
- Record the date. Storefront fields, browse pages, and enforcement guidance can change. Note that this comparison reflects documentation checked on October 25, 2026, and recheck the platform when making a later purchase.
If a page appears inconsistent with a platform’s stated disclosure guidance, the documentation does not let a buyer independently determine intent or verify every asset. Treat the label as platform-provided information, and use the platform’s current support or reporting channels for a suspected misclassification. A missing label can justify a question; it cannot, by itself, establish deception.
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Common comparison mistakes
- Equating “AI” with generative AI. Pathfinding, fuzzy logic, dynamic difficulty, and rule-based procedural systems are listed by itch.io as conventional or self-contained systems that do not need its generative-AI tags.
- Reading Steam’s survey as a production-tool inventory. Valve expressly says efficiency gains are not the focus, so a disclosure is not a complete list of coding assistants, brainstorming tools, or other internal aids.
- Assuming every storefront has the same badge. Steam’s cited documentation describes a survey and review comparison; itch.io describes fields, tags, and a browse page; GOG’s current official presentation was not verified.
- Treating a tag as a quality score. None of the cited platform wording says that an AI tag measures artistic quality, legal certainty, or the amount of human editing.
- Extending asset-page enforcement to every itch.io project. The strict enforcement warning is specifically described for game asset pages, while the broader guidance addresses clarity, curation, and value.
- Using silence as proof. A page without a visible label may reflect scope, interface, timing, or incomplete disclosure. It is not conclusive evidence that no AI was used.
Why isn’t one platform’s label enough to compare another?
The three systems answer different questions. Steam describes information developers submit for review and customer context; itch.io describes a creator disclosure field, browsing visibility, and specific asset-page enforcement; GOG’s official position was not confirmed. Comparing them as if each offered an identical yes-or-no badge would overstate what the documentation establishes.
For buyers, the most useful comparison is therefore about transparency mechanics and scope, not a ranking of which store has the most AI games or the strictest overall policy. The official materials used here provide no reliable counts, prevalence statistics, or complete platform-wide audit results from which to make those claims.
A careful buyer can still make a practical decision. On Steam, look for the game’s own explanation and distinguish fixed from runtime content. On itch.io, inspect the disclosure field, tags, browse category, and project description, especially for asset pages. On GOG, treat the status as unconfirmed and seek a current platform statement when the distinction affects your purchase. These steps produce a better comparison than assigning identical meanings to labels that the platforms define differently.
Bottom line for buyers
Steam offers a documented developer survey focused on generative-AI content shipped to players, with separate pre-generated and live-generated categories and safeguards for runtime output. itch.io offers a visible disclosure field and tags, an AI-assisted browse page, and explicit enforcement language for game asset pages. GOG’s current official disclosure rule and buyer-facing presentation could not be verified. Use each platform’s own definitions, read the game’s specific explanation, and never treat a missing label as proof that no AI was involved.
Frequently Asked Questions
Does a Steam AI disclosure mean the game generated content while I play?
No. Valve separates content made during development from content generated while the game runs, and a disclosure may concern either category. Check for a specific description of the feature if runtime generation is important to you.
Does procedural generation count as generative AI on itch.io?
Not necessarily. itch.io’s guidance excludes self-contained systems such as procedural level generation and NPC pathfinding from its generative-AI tags; the relevant question is whether the system creates new content using the generative-AI approach described in its guidance.
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Not reliably. Steam’s survey section is focused on shipped, player-consumed content rather than efficiency gains from development tools, and no disclosure mechanism can be assumed to capture every production detail.
What does Steam mean by pre-generated AI content?
It means generative-AI-assisted material made during development that ships with the game and is consumed by players, such as artwork, sound, narrative, or localization. It is different from content generated while the game is running.
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What safeguards does Steam ask developers to describe?
For live-generated content, Valve asks developers to describe safeguards intended to prevent illegal output. The cited documentation does not promise that every moderation, privacy, or usability detail will appear on the store page.
Does an itch.io AI Generated tag identify every asset made with AI?
The tag reflects the creator’s disclosure within itch.io’s system. Sub-tags were announced for graphics, sound, text and dialog, and code, but the tag alone does not state how much of the project was generated or how much human editing occurred.
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Why does itch.io warn about untagged asset pages?
itch.io says disclosure is strictly enforced for game asset pages because of legal ambiguity around rights associated with generative-AI content, and warns that an untagged asset page may be delisted.
Does itch.io’s No AI tag prove a game used no AI tools at all?
No. It is a creator declaration under the platform’s disclosure system. It should not be expanded into a forensic claim about every internal productivity tool or development step.
Do GOG game pages disclose AI use?
A current official GOG disclosure rule or standard page label could not be verified. Consult GOG’s current developer documentation or request clarification directly from the platform rather than inferring its policy from another store.
Are Steam and itch.io labels comparable as a simple yes-or-no test?
No. Steam documents a developer survey tied to review and shipped-content categories, while itch.io describes a creator field, tags, browse visibility, and asset-page enforcement. Their labels and scopes should be read separately.
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Bottom line: Steam documents what developers report about shipped and runtime generative-AI content; itch.io provides explicit disclosure fields and tags; GOG’s current official position remains unverified. Compare scope and context, not just the presence or absence of a badge.
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