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Valve has updated its Steam distribution rules, now requiring all game developers to disclose the use of AI-generated content and whether it's static or dynamic, a move that impacts how AI-art creators approach asset generation for games. This policy shift means creators building game assets with AI will need to understand and categorize their output for submission.
For AI-art creators, this means a new step in your workflow if you're producing assets for games distributed on Steam. When a developer submits a game, they'll encounter a new questionnaire explicitly asking about AI usage. You'll need to know if the assets you're generating are static or dynamic.
Static AI-generated content refers to assets created with AI tools prior to the game's release, such as character models, textures, environmental props, or even marketing art. These are fixed elements that don't change during gameplay. Most AI image generation, like what you do on Charmloop to create unique characters or environments, falls into this category. If you're building a library of custom textures or unique character portraits for a visual novel, these are static assets that the developer will declare as such.
Dynamic AI-generated content, on the other hand, is created or modified by AI during gameplay. This could include AI-driven NPC dialogue, procedurally generated levels, or adaptive music scores. This type of AI use presents a different set of challenges and opportunities for creators, often requiring real-time model integration rather than pre-rendered assets. For example, if you're working on a game where NPCs generate their own dialogue based on player interaction, that's dynamic AI.
Valve's policy explicitly addresses copyright concerns, stating that developers are responsible for ensuring they have the necessary rights to use AI-generated content, especially if the AI was trained on copyrighted material. This puts the onus firmly on the developer – and by extension, on you, the AI artist – to be aware of the provenance and licensing of the models and data used to create your assets. This is particularly relevant given ongoing debates about AI training data and intellectual property. For instance, if you're using a model that's known to be trained on vast datasets without clear consent, a developer might be wary of integrating those assets without clear indemnification.
"We require you to disclose the use of AI in your game and to confirm that you have the appropriate rights to use the AI-generated content in your game."
— Steam Policy Update
Furthermore, the policy highlights content moderation. While static AI content is generally permissible as long as it meets Steam's content rules, games that use dynamic AI to generate potentially illegal content (such as hate speech or explicit imagery) are currently prohibited. This is a crucial distinction. If your workflow involves creating assets that could be interpreted as problematic, even if generated by a static process, ensure they comply with platform guidelines. For dynamic AI, the challenge is even greater, as the potential for unmoderated output is higher. This mirrors broader industry efforts to manage AI-generated content, as seen with initiatives like YouTube Music's 'Made with AI' labels.
For creators using platforms like Charmloop to generate images for game projects, this new policy necessitates clear communication with your clients. You'll need to provide transparency about the tools and methods used to create their assets, especially regarding whether the AI output is static or dynamic. Understanding the distinction is key to smooth submission processes. If a developer asks for assets, be prepared to answer questions about how they were made and what kind of AI was involved.
This move by Steam reflects a growing trend across platforms to manage the influx of AI-generated content. As more tools become available, clarity around creation methods and ownership will become increasingly important for anyone working in digital art and game development. Creators should stay informed about the evolving landscape of AI tools and their associated policies to ensure their work remains compliant and marketable. This proactive disclosure could also eventually lead to new opportunities for AI artists who can confidently navigate these requirements, perhaps specializing in 'Steam-compliant' asset packs or services.
