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Steam has the clearest AI-specific disclosure process, itch.io ties disclosure to tags and discoverability, and Epic Games Store’s reviewed public rules do not state a comparable AI label. Steam asks developers to identify player-consumed AI content made during development and content generated while the game runs; live generation also requires safeguards against illegal output. itch.io requires asset creators to classify generative-AI use and can remove untagged asset pages from browse indexing. Epic’s public distribution rules focus on prohibited content, rights, accurate listings and re-review, while authenticated Developer Portal fields are not publicly documented in the material available here.
Those disclosures are not permissions to publish infringing, illegal or deceptive content. A declaration can tell a platform how AI was used, but each store’s ordinary content and rights rules still apply.
At a glance
| Name | Best for | Key spec | Checked |
|---|---|---|---|
| Steam | Developers wanting a defined pre-release disclosure workflow | Content Survey separates pre-generated player content from live-generated content; live generation requires illegal-output safeguards | Oct 2026 |
| itch.io | Creators who want visible project-level AI tags and jam-level controls | Generative-AI field with graphics, sound, text/dialogue and code categories; untagged AI assets may lose browse indexing | Oct 2026 |
| Epic Games Store | Publishers working under general content, rights and listing-accuracy rules | No comparable AI-specific requirement found in the reviewed public Store rules; private portal fields are unverified | Oct 2026 |
What do these stores actually regulate?
The useful comparison is not which store is “AI-friendly.” It is four narrower questions: what use triggers a declaration, what the audience can see, what happens during moderation, and what remains unknown. A disclosure label describes a production method; it does not certify originality, legality, quality or permission to use someone else’s work.
The policies also use different scopes. Steam’s current documentation addresses generative output that ships to players or is produced during play. itch.io’s field is attached to a project and affects tags and discovery, with a specific obligation for asset creators. Epic’s public Store materials set broad rules for content and product listings rather than publishing a matching AI form.
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What does Steam require for AI-generated content?
Steam requires a developer submitting a game to complete the generative-AI part of its pre-release Content Survey. The survey is about content players receive, not every tool used behind the scenes. Steam’s documentation says, “Efficiency gains through the use of these tools is not the focus of this section,” so an AI coding assistant used only to improve a developer’s workflow is not automatically the same thing as shipping AI-generated game content.
Pre-generated content made during development
Steam calls content created with generative tools during development Pre-Generated when it is included in the build or store experience and consumed by players. The examples in the survey include artwork, sound, narrative and localization. A developer should therefore inventory the actual material shipped to players: generated character art, voices, music, dialogue, translated text and similar assets are materially different from an assistant that merely suggests code.
The declaration does not create an exemption from Steam’s normal promises. The output still has to comply with the platform’s rules on illegal or infringing material and must be consistent with what the store page markets. A generated asset that copies protected work, uses a person’s identity without permission or misrepresents the game remains a problem after it is declared.
Live-generated content while the game runs
Steam separately identifies Live-Generated content: output created after launch or during play by a model operating in the game. This can include generated dialogue, images, music or other player-facing material that is not fixed in the submitted build.
For live generation, the survey asks for a description of safeguards against illegal output. The practical implication is that a developer must explain how prompts, filters, moderation, reporting, logging or other controls reduce the chance that the running game produces unlawful material. A general statement that a model is present is not a substitute for describing those controls.
What players may see on a Steam store page
Valve announced in January 2024 that much of the submitted AI disclosure would appear on a game’s store page. The same announcement described an in-overlay route for players to report allegedly illegal content produced through live generation. These are Valve’s announced mechanisms; their exact presentation can change as Steam updates its store and review systems.
Store-page disclosure should be treated as a transparency feature, not as a consumer guarantee. It tells a reader that a listed category of content was made or generated with AI, while the ordinary review and content rules still determine whether the product can remain available.
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Does Steam ban AI-generated games?
No. Steam’s survey distinguishes types of AI use rather than imposing a blanket ban on AI-assisted or AI-generated games. The relevant questions are what content reaches players, whether it is legal and rights-cleared, whether the listing accurately describes it, and—when output is generated live—what safeguards are in place.
There is a narrow current exception concerning live-generated Adult Only sexual content. Steam’s survey FAQ says Valve does not want to ship that category at this time. That statement should not be expanded into a ban on every adult game that used AI during development; it concerns live-generated Adult Only sexual content specifically.
How does itch.io’s AI disclosure and tagging system work?
itch.io uses a project-level Generative AI disclosure field. Selecting Yes automatically applies an AI Generated tag; selecting No applies a No AI tag. The field can identify graphics, sound, text and dialogue, and code. The announcement introducing the field is dated November 20, 2024.
Who must complete the field?
itch.io’s announcement makes completion specifically mandatory for asset creators. An itch.io administrator separately encouraged other creators to complete the field, but that clarification is not the same as saying every game creator faces a universal mandatory form. A project that includes an asset pack, generated music or other reusable material should be classified by the person publishing the asset page under the rule that applies to asset creators.
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What happens when AI assets are not tagged?
itch.io says AI-generated assets left untagged can lose eligibility for indexing on browse pages, including assets that were modified after generation. Its quality guidance states, “Failure to tag your asset page may result in delisting.” In this context, delisting means removal from discovery or browse indexing; it does not necessarily mean the project is deleted or inaccessible through its direct URL.
Discovery penalties can also arise under itch.io’s broader quality checks, so a missing search result is not proof that an AI rule was applied. The platform’s guidance discourages automatically mass-producing AI game or asset pages and minimally curating them. Accurate tags and meaningful curation are therefore separate responsibilities from simply answering the AI field.
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Can an itch.io project be removed for mass production?
itch.io’s quality guidelines discourage pages that appear to be automatically mass-produced with AI, especially when they offer little curation or value. The consequence described in the guidance is deindexing from browse and other discovery surfaces; a project may remain directly reachable. Other quality and moderation rules can still lead to a different outcome, so deindexing should not be treated as a guarantee that a page will remain published.
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What changed for jams in September 2026?
On September 14, 2026, itch.io announced a setting that lets an individual jam host require completion of the project’s AI disclosure or restrict entries to projects declaring no generative-AI use. This is an optional jam-level requirement, not a storewide prohibition on AI projects. A creator entering a jam must read that jam’s rules in addition to the project’s normal itch.io settings.
Does Epic Games Store require an AI-generated-content label?
No comparable AI-specific requirement was found in Epic Games Store’s reviewed public distribution rules. Epic’s public materials require products to follow content guidelines, function consistently with their store descriptions and avoid prohibited material, but they do not publish a Steam-style AI survey or an itch.io-style AI tag in those documents.
This is a qualified conclusion: it describes the public Store rules reviewed, not every field that might appear after signing in to Epic’s Developer Portal. The authenticated submission interface was not verified, so it is inaccurate to claim that Epic never asks about AI use.
What Epic’s public rules do require
Epic says published products must avoid hateful or discriminatory content, pornography, illegal content, rights infringement, scams, fraud, deceptive practices and malware. Its Content Guidelines also require publishers to have the rights needed for the material they publish. Epic states: “The content you create, publish, or use cannot infringe or violate someone else’s rights, including their intellectual property rights.”
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Listing accuracy matters as well. A game must work consistently with its store description, and complaints can trigger re-review and removal. An AI disclosure, if Epic requests one in a private workflow, would not override those general obligations.
Do not mix Epic marketplaces or creator programs
Epic Games Store distribution rules are distinct from rules for other Epic marketplaces or creator ecosystems. Asset-marketplace requirements and Fortnite creator policies should not be presented as Store publisher requirements. The same caution applies to any affiliate or promotional program: it does not establish an AI-disclosure rule for game distribution.
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What is the difference between an AI label and a moderation rule?
An AI label answers “Was generative output used, and where?” A moderation rule answers “May this content be published, and under what conditions?” The two can operate together without one replacing the other.
| Issue | Disclosure function | Moderation function |
|---|---|---|
| Player transparency | Identifies categories of AI-created or live-generated content | Checks whether the store page accurately describes the product |
| Rights and legality | Records a production method | Rejects or removes illegal, infringing or otherwise prohibited material |
| Runtime generation | Signals that output can be created during play | Requires safeguards or responds to reports where the platform’s rules call for them |
| Discovery | Can apply tags or affect how a project is indexed | Can deindex, re-review or remove a page for quality or policy violations |
That distinction explains why declaring AI never guarantees approval. A compliant label can coexist with rejected artwork, an inaccurate description, unlawful generated output or a low-quality mass-produced page.
What should a developer do before submitting an AI-assisted game?
Use the following workflow to avoid treating one store’s disclosure model as another store’s rule.
- Inventory player-facing output. List generated art, audio, voices, music, dialogue, narrative, localization and any content that a model creates while the game is running. Separately record AI used only for internal coding, debugging or workflow efficiency.
- Separate fixed and live output. Mark which material was generated during development and shipped in the build, and which material is generated at runtime. This distinction is central to Steam’s Content Survey.
- Document rights and provenance. Keep licenses, permissions, model terms and source records for every shipped asset. A disclosure cannot cure copyright, trademark, publicity-rights or other infringement.
- Prepare runtime safeguards. If the game generates content live, describe prompt controls, filtering, moderation, reporting and escalation measures in the form Steam requests. Test plans may be useful internally, but the store-facing requirement is an accurate description of safeguards.
- Complete Steam’s Content Survey accurately. Use the pre-generated and live-generated categories that match what players consume. Do not report every productivity tool simply because it used machine learning, and do not omit generated assets that ship in the product.
- Set itch.io’s project disclosure and tags. Choose Yes or No, select the applicable graphics, sound, text/dialogue or code categories, and apply the setting to asset pages when you are an asset creator. Check any jam-specific requirement before entering.
- Review the Epic listing as a compliance document. Ensure screenshots, description, ratings, claims and feature statements match the actual game. Follow Epic’s general content and rights rules even though no public AI-specific label is stated.
- Recheck policies before launch. Store rules and interfaces can change. Confirm the current Steam Content Survey, itch.io creator guidance and Epic distribution documentation on the day of submission.
What are the likely consequences of inaccurate or missing information?
The consequence depends on both the platform and the underlying violation. On Steam, the survey does not replace pre-release review; illegal or infringing content can still fail review or prompt action after release, and live-generated output can be reported through the route Valve announced. On itch.io, an untagged AI asset can lose browse indexing, while mass-produced or minimally curated pages can be deindexed under quality guidance. On Epic, general rules allow re-review and removal when complaints or policy concerns arise.
None of these outcomes should be described as an automatic penalty for every unintentional omission. The published materials establish the rules and possible mechanisms, not a platform-wide rate of takedowns or a guaranteed sequence of warnings. Correcting a project’s disclosure, improving curation and responding to a platform inquiry are safer than assuming a label is optional because another store does not publish one.
How should players interpret AI disclosures?
Read a label as a map of where generative systems enter the product, not as a quality score. On Steam, the important distinction is fixed content versus output created during play. On itch.io, the project tag and subcategories indicate the creator’s declared use and can affect discovery. Epic’s public rules do not promise a comparable label, so the absence of one there should not be read as proof that no AI was used.
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One free scan finds every outdated or missing driver and matches the right update for your exact hardware.Free scan · exact hardware matchPlayers who encounter allegedly illegal live-generated material should use the reporting route the platform provides. A disclosure also does not tell a player whether a model’s training data, voice likeness, music rights or asset licenses are valid; those questions remain matters of the publisher’s legal and contractual responsibility.
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What remains uncertain about these policies?
Policy wording and submission interfaces can change quickly. The current Steam documentation and itch.io announcements provide explicit public instructions, while Epic’s public Store materials provide a qualified absence of an AI-specific requirement. Because private Developer Portal fields were not verified, publishers should check their authenticated Epic workflow rather than relying on a public-rule comparison alone.
There is also no reliable platform-wide statistic in these materials for the share of games using AI, the rate of disclosure or AI-related removals. A tag count or anecdotal takedown cannot be presented as a prevalence or enforcement rate. The durable takeaway is procedural: disclose the use each platform asks about, preserve rights evidence, describe safeguards for live output and comply with ordinary content rules regardless of the label.
How we picked the comparison points
The comparison uses four criteria that affect a developer’s launch decision: the trigger for disclosure, the visibility of the information to players, the treatment of runtime or mass-generated output, and the stated moderation consequence. It separates current written public rules from announced features and from fields that are not publicly documented, rather than ranking stores by an unsupported notion of AI-friendliness.
Frequently Asked Questions
Does using an AI coding assistant automatically trigger Steam’s disclosure?
Not necessarily. Steam’s published wording focuses on generative content that ships to players or is created while the game runs, and says efficiency gains from AI tools are not the focus. If the assistant’s output becomes player-facing art, text, audio or another generated asset, that content should be evaluated under the survey categories.
Can an untagged AI asset still be opened on itch.io?
It may remain reachable through its direct project URL even if itch.io removes it from browse indexing. Deindexing affects discovery, not necessarily deletion, although separate quality or policy violations can produce additional action.
Does an AI disclosure prove that a game’s assets are licensed?
No. A disclosure records how content was made; it does not verify training data, permissions, likeness rights, music licenses or originality. Publishers remain responsible for meeting each store’s intellectual-property and other legal requirements.
Why is Epic’s position described as a qualified absence rather than a yes or no?
Epic’s public Store distribution documents reviewed here do not state a matching AI label or survey, but private Developer Portal fields were not verified. The defensible statement is that no comparable requirement was found in the reviewed public rules, not that Epic can never ask about AI use.
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