More than 300 games arrived on Steam last week, and 120 of them feature disclosures stating that they use generative AI in some part of the experience or marketing. This means the developers behind 40% of new games chose to flag AI‑generated assets on their store pages, Games.gg reports.
Valve first introduced AI disclosures to Steam in early 2024 after reviewing legal and copyright issues related to data-trained tools and game assets. When they upload a new game, developers must complete an AI section in the Steam content survey, in which they’re asked to disclose whether they use AI and how they use it.
The survey splits AI use into two categories: AI-generated assets, such as art, audio, or text, and in-game generative AI for things like dynamic dialogue or story events. But for 2026, Valve is also interested in learning which games used AI to generate story beats, translations, and even marketing materials—not just content created on the backend.
The growing use of generative AI in game development and marketing understandably has some players concerned about “AI slop” and how it might infect game marketplaces. (It undoubtedly contributed to the rise in “eSlop” on the Nintendo Switch eShop, at least.) But as bot traffic overtakes human traffic across the entirety of the web, an increased use of AI in gaming isn’t too surprising.
These days, third‑party trackers indicate that AI‑flagged games now comprise around 7% of roughly 115,000 total games in the Steam catalog.
