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Yes—if AI-created content ships in your game for players to consume, disclose it in Steam’s Content Survey. Valve distinguishes content prepared during development from content generated while the game is running. Its generative-AI section is not aimed at efficiency gains from development tools such as AI-assisted coding; for runtime generation, developers must also describe safeguards against illegal output. Disclosure does not make content that violates Steam’s rules acceptable.
What does Steam require developers to disclose?
Valve requires developers to complete a Content Survey before submitting a store page and build for review. The survey’s generative-AI section focuses on AI-created content that players consume in the product, including artwork, sound, narrative, and localization. The key question is not simply whether a development team used AI, but whether AI-created material reaches players and, if so, whether it was made before release or generated during play.
That distinction affects what the developer needs to explain. A fixed illustration produced with an image-generation tool during development is pre-generated content. A game feature that creates dialogue or images with an AI service while the game is running is live-generated content. A title may use one approach, both, or neither.
Valve says efficiency gains from AI-powered development tools are not the focus of this survey section. Using an AI tool to help write or debug code, for example, is different from shipping AI-generated dialogue or art for players to experience. Developers should describe the player-facing content accurately rather than treating every internal tool as a content disclosure issue.
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What is the difference between pre-generated and live-generated AI?
Pre-generated content is created with AI during development and included in the released product. Live-generated content is created with AI while the game is running. The practical difference is whether the output is fixed before release or can be produced dynamically during a player’s session.
| Question | Pre-generated content | Live-generated content |
|---|---|---|
| When is the content created? | During development, before release | While the game is running |
| What does the player encounter? | Shipped content, such as artwork, sound, narrative, or localization | Content produced during play, such as generated dialogue or images |
| What does Valve’s guidance emphasize? | Review under the same baseline content rules as non-AI content | The same baseline rules, plus an explanation of safeguards against illegal output |
| What should developers plan for in review? | Accurate disclosure and consistency with the game’s marketing | Accurate disclosure, explainable safeguards, and a way for reviewers to reach the feature |
A system can straddle the categories. For example, a game might ship with AI-generated portraits created before release and also offer a runtime dialogue feature. Classify each player-facing element by how it is made; do not assume that labeling the whole game “AI-assisted” explains both kinds of content.
Do AI-assisted coding tools count?
AI-assisted coding is not the focus of the generative-AI disclosure section when the tool is used for development efficiency rather than to create content players consume. Valve’s guidance draws a line between using AI tools to make development more efficient and shipping AI-created player-facing material.
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Apply that distinction to the output, not just the software used. If a development tool helps produce code that runs a game mechanic, that is not the same as using a model to generate the dialogue, music, textures, or other content players experience. If a tool creates a player-facing asset that ships in the product, evaluate that asset as content even if the tool was also used for other development tasks.
Keep an internal inventory of the actual outputs and their destinations. That makes it easier to answer the survey precisely and avoids both extremes: describing ordinary development assistance as though it were shipped content, or overlooking an AI-created asset because it was produced during a broader coding or design workflow.
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What rules apply to pre-generated AI content?
Valve reviews pre-generated AI content under the same baseline content rules as non-AI content. The game must not contain illegal or infringing material, and its content must remain consistent with its marketing. Completing the survey is disclosure, not permission to include otherwise prohibited material.
Before submission, review the content and its rights independently of the fact that it was generated with AI. Consider whether the material creates copyright, trademark, or licensing concerns, and whether the way the game is presented accurately reflects what players will encounter. An AI tool’s involvement does not resolve those questions by itself.
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What safeguards does Steam expect for live-generated AI?
Live-generated content follows the same baseline content rules, but developers must explain the guardrails used to prevent illegal output. Valve’s guidance does not prescribe one universal technical design; developers need to describe the safeguards their own system actually uses.
Prepare a clear account of how your system handles risky requests and outputs. Depending on the design, relevant controls may include filtering, moderation, refusals, logging, and escalation procedures. These are useful categories for explaining a system, not a claim that every game must implement an identical checklist. Do not promise a safeguard that the product does not have.
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Review the entire path from player input to displayed output. A model may be reached through multiple features, or a response may be transformed before it appears in the game. The explanation to Valve should match the shipped implementation, including where protections operate and what happens when the system blocks or flags a result. If a control is partial, describe its scope accurately rather than implying it prevents every possible violation.
Reviewability matters too. Test that the live feature can be reached and that the review team can reproduce the relevant experience, then give accurate survey instructions. If a feature depends on a particular menu, prompt, or gameplay state, make those steps clear enough for a tester to find it. A feature that exists but is difficult to access or verify is harder to assess than one with a straightforward review path.
Can a game generate Adult Only Sexual Content live?
Valve currently does not want to ship Adult Only Sexual Content generated live by AI. Its documentation points to substantial legal and customer risks. Developers should not treat general disclosure or a moderation explanation as an exception to that position.
This is a statement about Valve’s current guidance, not a universal legal classification of every mature or sexual theme. The important scope is live AI generation of Adult Only Sexual Content; do not broaden the statement beyond that wording or assume that a different content category has been approved by implication.
How should developers handle ongoing costs for an external AI service?
If a game calls an external live-AI service that creates ongoing per-use costs, Valve says developers must handle access and payment through Steam-supported methods. The documented approaches are to bundle the cost in the game price, use microtransactions, offer a subscription, or provide a one-time DLC unlock.
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- Bundled cost: Include the operating cost in the game price.
- Microtransactions: Charge through in-game purchases handled with Steam-supported payment methods.
- Subscription: Charge recurring fees through a supported method.
- One-time DLC unlock: Offer access through a single DLC purchase.
Choose a model that matches how the feature is used and how the service incurs costs. A feature that sends repeated requests to an external service is not just a content-design decision; it also needs a sustainable access and payment plan. The guidance identifies these payment routes but does not establish that one is best for every game.
How do I prepare and submit the disclosure?
Work from an inventory of outputs and features rather than trying to summarize a project from memory. Separate fixed shipped assets from content created during play, then prepare the rights, safeguard, cost, and review details that apply to each.
- Inventory player-facing AI output. List content that ships for players to consume, including artwork, sound, narrative, localization, and relevant store-page, community, or marketing assets.
- Classify each item by timing. Mark whether the content is generated during development and shipped in fixed form, or created while the game is running.
- Review pre-generated material. Check for illegal or infringing content and confirm that the game’s marketing is consistent with the material players receive.
- Document live-generation safeguards. Describe the actual controls used to prevent illegal output, such as any filtering, moderation, refusal, logging, or escalation processes in the system.
- Test the review route. Confirm that the live feature is reachable and that a tester can reproduce it. Write instructions that accurately identify how to get to the content.
- Plan payment for external service costs. If live AI creates ongoing per-use charges, select a Steam-supported approach such as bundling, microtransactions, a subscription, or a one-time DLC unlock.
- Complete the Content Survey. Provide accurate answers before submitting the store page and build for review.
Keep the answers aligned with the released product. A disclosure that describes a planned safeguard, an inaccessible feature, or an earlier version of a system can mislead reviewers even if it was accurate at some point in development.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.How do I update a disclosure after approval?
Some Content Survey answers cannot be changed directly after approval. If the product changes and an affected answer is locked, contact Steam Support with a summary of the change and instructions that let a tester reach the affected content.
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Make the support request specific: identify what changed, which part of the game or feature is affected, and how the reviewer can see it. For a live-generated feature, include a practical route to the feature rather than only describing it. The goal is to give Support and a tester enough context to understand the updated disclosure against the actual product.
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Does disclosure make AI-generated content acceptable?
No. Valve says products on Steam must follow the content rules whether or not the developer discloses content in the survey. Survey completion is not a legal determination about an AI model’s output, a rights clearance, or an exemption from Steam’s rules.
Developers remain responsible for truthful survey answers and for the content they ship. Treat disclosure and content review as separate tasks: disclose the relevant use accurately, and independently make sure the material and its presentation comply with applicable rights and platform requirements.
Frequently Asked Questions
Does Steam’s AI survey tell me who owns content generated by a model?
No. The survey is a platform disclosure process, not a ruling on ownership or licensing. Check the terms and rights relevant to the tools and material you use, and do not treat Steam’s review as rights clearance.
What if a reviewer cannot get the same live-AI response twice?
Make the feature accessible and provide accurate instructions for reaching it; do not imply that variable output is fixed or guaranteed to repeat. Describe the shipped behavior and safeguards honestly so the reviewer can assess the feature that is actually present.
Should I disclose AI-generated material used only in promotional art?
Inventory relevant store-page, community, and marketing assets alongside in-game material, then answer the survey according to the current form’s scope. Do not assume that an asset is irrelevant merely because it is outside the playable build.
Can Valve’s policy tell me whether my AI output is legal in my country?
No. Valve’s policy describes Steam’s content requirements and review process; it is not a jurisdiction-specific legal opinion. The legality of a particular output may depend on the material, its use, and the applicable law.
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