“Steam’s required AI disclosure is the right move”: Devs say gen AI should be called out in games and support Valve’s store mandate
Valve adding mandatory AI use disclosures to games on Steam stoked some discussion, with the likes of Epic Games CEO Tim Sweeney calling the policy “really irresponsible” and unfair to game developers. I interviewed nearly three dozen game developers about generative AI for industry-facing and indie-focused reports, and several of them mentioned Steam’s and similar store disclosures, arguing that gen AI use should be clear to consumers.
“Gamers have a right to know how their games are made, and a right to choose what they’re supporting,” says Brian “Burgee,” creator of simulated MMO Erenshor. “Steam’s required AI disclosure is the right move here for the sake of transparency.”
Burgee expects the gaming community to “police this topic on their own behalf,” and sees AI disclosures as important information.
“Many gamers quickly developed a loud voice against AI-generated games when the tech was first revealed, and years later they haven’t wavered. I think they’re going to continue to act as their own regulating body going forward … If games using or created with generative AI gain a foothold in the market, for as long as it’s cost-effective for major studios to create them, they will very likely be here to stay. However, I predict that if that does happen, we’ll see passionate indie developers surge in popularity more than ever.”
Brandon Sheffield, a veteran of the industry now directing Demonschool dev Necrosoft Games, agrees Valve is in the right. “I am glad Steam requires an AI disclosure, even if many devs simply don’t disclose it. I wish all platforms would do the same,” he says.
Helen Carmichael of Forbidden Solitaire studio Grey Alien Games is of a similar mind. “It’s good that on some platforms it’s being declared as transparency matters,” she says. “How do customers feel? Anecdotally, I see a push back against ‘AI slop’ from sections of Gen Alpha, but then again Gen AI is widely used in the casual game sector, where older customers don’t mind.”
Similar comments came from Palworld and Pocketpair comms lead John Buckley, who says “gamers don’t want” AI and touched on store disclosures.
“Even Steam is pushing back a certain amount on it,” Buckley says. “You have the disclaimers now and stuff. Gamers don’t want it, and if the gamers don’t want it, I guess that’s it, right? Not much of a conversation to be had.”
This month, one particular Steam disclosure suggesting gen AI was necessary in order to sustain development rankled several other devs. “The ‘I’m just a little solo dev’ thing also really doesn’t work for us solo/tiny devs who have made things without using the art-stealing-cheat-machine,” said David Lindsey Pittman of Eldritch maker Minor Key Games.
Last month, one user released a browser plugin which automatically blurs out any Steam game with an AI disclosure.
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