Steam AI-content disclosure (and other stores)

Short answer: Yes, Steam asks. Before review you complete a Content Survey with a section on generative AI. Valve says it is concerned with AI-made content that ships with the game and that players consume, such as artwork, sound, narrative and localisation, not efficiency gains from AI dev tools. If your game generates content with AI while it runs, you must also describe the guardrails that stop it generating illegal content.

What Steam's Content Survey asks about generative AI, plus what itch.io, Epic Games Store and Google Play publish. Dated, with source links. Checked .

Steam (Valve)

  • Before review, you complete a Content Survey. Its third section covers generative AI in development or in the product. source
  • Valve says efficiency gains from AI-powered dev tools are "not the focus" of the section. It is concerned with AI-created content that ships with the game and is consumed by players, such as artwork, sound, narrative and localisation. source
  • Pre-Generated content (made with AI during development) is reviewed the same way as non-AI content, against your Steam Distribution Agreement promises: no illegal or infringing content, and consistency with your marketing materials. source
  • Live-Generated content (made by AI while the game runs) has the same rules, plus you must describe the guardrails that stop it generating illegal content. source
  • Valve does not currently ship Live-Generated AI in Adult Only Sexual Content games. source
  • Valve revised and clarified this guidance in January 2026 (as reported by Game Developer on 16 January 2026). source

itch.io

  • In a developer update dated 20 November 2024, itch.io added a "Generative AI disclosure" field covering Graphics, Sound, Text & Dialog and Code. Answering yes applies the "AI Generated" tag; answering no applies "No AI". source
  • The field is required for asset creators. Untagged assets made with generative AI are no longer eligible for indexing on browse pages. source
  • See also the AI disclosure section of itch.io's quality guidelines. source

Epic Games Store

  • We found no generative-AI disclosure requirement in Epic's published store requirements (checked on the date below). source
  • Epic's "CreatedWithAI" and "NoAI" tags apply to assets sold on Fab, not to Epic Games Store game listings. Fab's Distribution Agreement (section 18(k)) requires publishers to tag content "CreatedWithAI" when a material portion of it is generated with generative AI; "NoAI" is an opt-in tag that bars buyers from using the content in AI datasets, AI development or as AI inputs. source

Google Play

  • Google Play's AI-Generated Content policy covers apps that generate content with AI (for example from user prompts). Those apps must prevent restricted content and provide a way to report offensive AI output. source

This is a summary, not legal advice. Store rules change, so read the linked pages before you submit.