Check each asset separately before shipping it: identify the human-authored and AI-generated parts, confirm the rights to every input and reference, read the terms that applied to the tool and account, inspect the output for recognizable third-party material, and meet the disclosure rules for each storefront or marketplace. These are separate checks: permission for commercial use does not guarantee an output is non-infringing, and a disclosure does not fix a rights problem. The copyright discussion below is primarily U.S.-focused; platform rules are specific to the named services.
Four separate questions to answer for every asset
An asset can pass one check and fail another. Keep the results distinct rather than treating a generator’s license, human editing, or a platform disclosure as a general clearance.
| Question | What to establish | What a positive answer does not establish |
|---|---|---|
| Is any part copyrightable? | Identify the human-authored expression—such as original painting, editing, arrangement, modeling, or animation—and distinguish it from expression determined by the model. | It does not establish that the asset is free of third-party rights or that the tool permits the intended use. |
| Does it use someone else’s rights? | Check inputs, references, and output for copyright, trademark, publicity, privacy, or license concerns. | A human contribution or a commercial-use permission from the generator does not automatically resolve those concerns. |
| Do the tool’s terms cover this use? | Review the operative terms for the particular tool, feature, account or plan, date, inputs, outputs, and deployment. | Permission under the tool’s contract is not a guarantee against a third party’s claim. |
| What must the platform be told? | Check the current storefront or marketplace form and policy for the relevant content type and distribution method. | Disclosure is not permission to ship unlawful or infringing content. |
How to review an asset before release
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Inventory the final asset and where it will appear
Give the shipped version a stable identifier, such as a filename and file hash, and record its type: art, audio, text, animation, code, UI, or another category. Note whether it appears in the game, store page, marketing, a modding tool, or a live-generation feature. Review promotional and store-page material as well as content players encounter in-game. Keep unused experiments separate from deliverables.
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Identify the generator and the terms that applied
Record the provider, model or feature and version if available, generation date, account or plan, and the terms in force at that time. Read the actual provisions on commercial use, user inputs, output rights, third-party content, sublicensing, attribution, confidentiality, prohibited prompts, indemnity, and termination. Confirm that they cover the game’s monetization, platforms, territories, and any sublicensing or user-generated-content pipeline. A general marketing statement is not a substitute for the operative terms.
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Adobe illustrates why these checks must stay separate. Its Generative AI Product Specific Terms, effective April 23, 2026, say: “You are solely responsible for the creation and use of the Output and for ensuring the Output complies with the Terms.” The terms also disclaim warranties that output will not violate third-party rights and warn that output may be non-unique or not protectable. If a user submits input and output to an Adobe-hosted gallery, the terms grant a broad license for that submission. Adobe describes Firefly’s training approach separately, but that description does not clear an individual output. Its specified Firefly indemnification is limited to eligible business plans and conditions; do not assume it applies to another plan, output, or use. Read Adobe’s Generative AI Product Specific Terms.
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Verify the rights to every input and reference
List the source of each uploaded image, sketch, photograph, sound, text, character, logo, or other reference. Confirm that the team has permission to submit it to the tool and use it for the intended purpose. Check the original license’s limits on modification, commercial use, attribution, territory, redistribution, and source-file delivery.
Do not use a prompt that intentionally asks for a named living artist’s style, a specific copyrighted character, or a recognizable franchise asset as a substitute for obtaining permission or assessing the rights. A prompt does not erase rights in an uploaded reference, and transforming a reference with a model does not automatically make the result permissible.
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Inspect the output in its final context
Have a person review the final version at the resolution and in the context players will encounter it. Compare it with supplied references and investigate distinctive character designs, logos, text, signature compositions, recognizable people or voices, and close matches to likely source material. Record who reviewed it, what they compared, when, and the decision.
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Separate human contributions from generated material
Preserve evidence of creative decisions such as selecting and arranging elements, compositing, painting over, modeling, retopology, animation, and editing. Record which parts came from the model and which parts reflect human authorship. Do not assume that repeated prompt refinement alone establishes copyright in every expressive element.
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In the United States, the Copyright Office says AI may assist in creating a copyrightable work and AI-generated material may be included in a larger human-created work; the human-authored expression must be identified rather than conflated with machine-determined expression. Its January 29, 2025 announcement puts it this way: “The use of AI to assist in the process of creation or the inclusion of AI-generated material in a larger human-generated work does not bar copyrightability.” That does not mean every AI output is copyrightable or cleared. Applicants seeking registration must disclose AI-generated material and identify the human contribution. See the Copyright Office’s Part 2 announcement and its AI initiative page for official guidance and later status updates.
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Check licenses, notices, and delivery obligations
Keep third-party licenses and required notices with the asset record. Confirm that each source license allows the intended game use and distribution, including any modifications or delivery of source assets. A marketplace listing or seller assurance is not a replacement for the license terms themselves.
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Record a decision and escalate unresolved risks
Mark each asset approved, revise, replace, or escalate. Escalate when an asset closely resembles a protected work, relies on unclear input rights, invokes a named person or brand, has conflicting tool terms, or is central to the game’s commercial identity. Keep the actual terms and review evidence rather than only a checkbox or verbal assurance. If the necessary rights cannot be substantiated, replace the asset or obtain permission before release.
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What platform disclosures require
Policies differ by platform and content type. Check the current submission form and policy when you ship; a rule for one service is not a universal requirement for every game.
Steamworks
Steamworks’ Content Survey distinguishes content created with AI tools during development and shipped for players from content generated while the game is running. Its generative-AI section concerns player-consumed content that ships with the game—including artwork, sound, narrative, and localization—not merely efficiency gains from using AI during development. For live-generated content, Steam asks developers to describe safeguards against illegal output. Both categories remain subject to the standard content rules and commitments against illegal or infringing material. Complete the current survey honestly, and contact Steam Support if approved content later changes in a way that affects locked answers. See Steamworks’ Content Survey.
Unity Asset Store
Unity Asset Store publisher rules require explicit disclosure for submissions made wholly or partly with AI. The description should identify the tools and generated material and explain modifications that add value. The rules prohibit descriptions that imply human effort for AI-assisted content, and reserve rejection for submissions that resemble third-party or copyrighted work, plagiarize other publishers, have usability problems, lack value, or are mass-produced without differentiation. Submissions must also meet third-party notice and license-compatibility requirements. These are Asset Store publisher rules, not a general disclosure rule for every game made with Unity; check the live guidelines before submitting.
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European Union
The European Commission says AI Act Article 50 transparency obligations apply from August 2, 2026. The page describes machine-readable marking and detection requirements for providers, alongside disclosure rules for specified deepfakes and certain public-interest text. Applicability depends on the actor, content, and circumstances; that date does not mean every AI-generated game asset everywhere must carry a particular label. Check the rule’s exact scope and seek jurisdiction-specific advice for a concrete release. Read the European Commission’s transparency guidance.
Keep an asset-level evidence record
One record per shipped asset makes it possible to revisit ownership, terms, and disclosure questions if a build or policy changes. Save:
- Asset identifier, version, file hash or other stable reference, and final uses.
- Provider, model or feature and version where available, account or plan, generation date, and terms applicable then.
- Prompts, uploaded inputs, reference sources, and the licenses or permissions for those materials.
- The generated output and a record of human edits, selections, and other contributions.
- Review date, reviewer, comparisons made, risk decision, required notices, and platform disclosure answers.
This documentation supports a defensible review; it cannot guarantee that an asset is cleared. Platform policies and provider terms can change, so verify the applicable versions again when submitting or releasing. The Copyright Office’s AI initiative page identifies Part 3, on training, as pre-publication in its May 9, 2025 release; check that page for later status rather than treating a training-data discussion as final or as an output-level clearance.
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