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Tell viewers which parts of a game trailer were generated or materially assisted by generative AI, what AI did, and whether the material appears in the game. Put a brief, readable notice in the trailer near the relevant content, then give fuller, consistent details in the video description and applicable storefront disclosures. A broad label such as “AI was used” may leave viewers unsure whether the trailer’s art, voice, music, or apparent gameplay was synthetic.
What an effective trailer disclosure should say
Describe the contribution, not just the tool. Identify the trailer component—such as imagery, video, voice, music, writing, or localization—and distinguish content generated by AI from content that AI only helped produce. Also make clear whether the material is an actual game asset, captured gameplay, a work-in-progress element, or illustrative material that will not ship.
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For example: “Generative AI was used to create background concept imagery in this trailer; those images are not gameplay footage.” This is an example of clear wording, not a legal safe harbor. Adapt the notice to the actual contribution rather than using it as a blanket label.
Be specific about voice, people, and apparent gameplay
If a trailer uses synthetic voice or a simulated person, identify that contribution clearly. If a scene is illustrative rather than captured from the game, say so and avoid presenting it as gameplay. A notice should help viewers understand what they are seeing or hearing, not leave them to infer the AI’s role.
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Distinguish generation from assistance
Say whether AI generated an asset, substantially modified it, or played a limited assistive role, and whether people edited or refined the result. Valve’s Steamworks Content Survey asks developers to describe AI implementation in detail and lists artwork, sound, narrative, and localization as examples of player-consumed AI content.
Where to put the notice
Use an on-screen disclosure early enough and long enough to be noticed, especially before or as viewers encounter the relevant material. Put additional detail in the video description and in relevant storefront disclosures. The Federal Trade Commission’s Native Advertising guide search result describes a similar timing principle for multimedia disclosures: consumers should receive a disclosure before the related advertising message. Because that page was not available for direct review here, treat this as practical guidance, not a definitive legal rule; check current FTC guidance and applicable local law.
These channels serve different moments. An on-screen notice reaches people watching the trailer; a description and storefront disclosure can provide more context for people evaluating the game. Keep the wording aligned so a viewer does not see one account in the video and a conflicting one on the store page.
What Steam’s AI disclosure covers
Steam’s official Content Survey distinguishes AI-generated content shipped with a game and consumed by players from AI tools used for workflow efficiency. Valve says, “Efficiency gains through the use of these tools is not the focus of this section.” Its examples of player-consumed content include artwork, sound, narrative, and localization.
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Pre-generated and live-generated content
- Pre-generated: Player-consumed material created with AI tools during development and shipped with the game.
- Live-generated: Material created with AI while the game runs. Valve asks developers to describe safeguards intended to prevent illegal output.
Valve says its prerelease review evaluates AI-generated output in a game the same way as non-AI content, including checking whether the game meets the developer’s promises.
How trailer assets fit
A trailer is marketing material, not automatically content shipped with or consumed in a game. The official survey is framed around game content, while January 2026 reporting on Valve’s updated form says it includes game-associated materials such as marketing assets and the store page. Studios distributing on Steam should describe trailer-related use accurately in the disclosure flow and check the current form, which may change. The platform materials establish a disclosure process; they do not establish that every trailer asset is itself covered in the same way as content in the game.
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A practical checklist for the trailer and store page
- Identify each meaningful generative-AI contribution that remains in the public trailer: imagery or video, voice, music, text, translation, or another asset.
- Describe the contribution accurately: generated, substantially modified, or assisted in a limited way. Include the extent of human editing or refinement where it helps explain what viewers are seeing.
- State whether the material is in-game, captured gameplay, a work-in-progress element, or illustrative content that will not ship.
- Place a concise, readable notice in the video, then provide fuller detail in the description and relevant storefront disclosures.
- Check that claims about graphics, characters, features, and gameplay match the released or planned product and do not conflict with the disclosure.
- Keep an internal asset record with the asset identifier, creator or vendor, tool and version if known, contribution type, human review, rights and permissions review, and publication locations. This is a practical production recommendation, not a stated Steam requirement.
- Revisit the wording if an edit or replacement asset changes the trailer’s AI contributions.
How to check whether disclosures are consistent
Review the video notice, description, Steam disclosure, and related press or creator materials against four questions:
- Timing: Does the audience see the notice before the relevant impression?
- Specificity: Does it identify the content and AI’s role?
- Accuracy: Does it distinguish actual gameplay and game assets from illustrative material?
- Consistency: Does it match the storefront and platform submission?
These are practical editorial checks, not a quoted regulatory test. The FTC’s AI topic page documents agency attention to AI-related deception and claims, but does not establish a universal rule requiring labels on every game trailer. The evidence here supports Steam-specific disclosure guidance and general advertising principles, not a worldwide labeling requirement.
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Sources
- Valve / Steamworks, Content Survey
- Valve / Steamworks Development, AI Content on Steam
- Danielle Riendeau, Game Developer, “Valve tweaks and clarifies AI disclosure rules for Steam,” January 16, 2026
- Federal Trade Commission, Native Advertising: A Guide for Businesses
- Federal Trade Commission, Artificial Intelligence
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