Valve has introduced new guidelines governing Steam’s approach to AI-generated content, signaling a shift from the platform’s previous position. The utilization of Generative AI has been a contentious issue within the gaming industry, especially with studios employing AI for artistic, narrative, and other content creation processes. Steam’s recent update on its regulations for AI content is likely to amplify discussions about the industry’s direction with this technology.
In June 2023, there were user claims that Steam was prohibiting games featuring AI-generated content. In response, Valve clarified its standpoint on AI content, emphasizing its intent not to discourage the use of AI tools in game development. The company expressed its commitment to integrating AI into existing review policies, highlighting that any restrictions on such content reflected “current copyright law and policies” rather than Valve’s opinions. Steam now appears to have adjusted its stance on AI-generated content in light of its latest update.
Valve is implementing alterations to the management of games featuring AI-generated content on the platform. Developers are now mandated to disclose the utilization of pre-generated content, such as art, code, or audio created via AI in their games. As a stipulation within the Steam Distribution Agreement, developers also commit to ensuring that this AI-generated content is not “illegal or infringing.” Furthermore, this disclosure requirement extends to live-generated AI content, where developers must explicitly outline the safeguards implemented to prevent the generation of illicit content on Steam.
The platform’s revision introduces a novel reporting mechanism enabling users to flag illicit live-generated AI content. Players can directly report such content through Steam’s in-game overlay. Notably, although Steam is now more receptive to games incorporating AI-generated content, there is a significant exception. Valve specifies that it presently prohibits adults-only sexual content generated live through AI. Nonetheless, the company emphasizes its ongoing exploration of this domain, particularly in the legal aspects of AI, and commits to revisiting this decision as needed.
Presently, the gaming industry finds itself divided on the role of generative AI in games. While some companies fully embrace AI, a considerable portion of the sector voices apprehensions about the potential impact on existing jobs and the overall landscape of games. These concerns have been heightened, especially in light of the recent pact between SAG-AFRA and Replica Studios on AI, permitting the replication of actors’ voices in video games. The updated rules on AI-generated content by Steam add another layer of intrigue to the industry’s trajectory in the upcoming months.
