Nearly One in Five Steam Next Fest Demos Disclose Use of Generative AI
News Desk
20 June 2026, 18:30
Generative AI is becoming increasingly visible in game development, with nearly one in five titles participating in the latest Steam Next Fest disclosing some form of AI-generated content.
According to data highlighted by Eurogamer, 1,704 of the roughly 8,700 games listed for the event on SteamDB carry a disclosure indicating the use of generative AI during development. That represents approximately 19.5% of all participating titles.
The figure stands out because AI-generated content remains a controversial topic among players and developers alike. Several games have faced criticism after users discovered AI-created assets that were not clearly disclosed before release.
Steam's disclosure rules
Valve updated its Steam policies in 2024 to address the growing use of generative AI in game development. The rules allow developers to use AI-generated content but require them to disclose when the technology has been used in a game's creation.
Valve has also clarified that certain workflow or efficiency improvements may not require an AI disclosure. This distinction has created debate over where the line should be drawn between AI-assisted production and AI-generated content.
Developers remain divided
The gaming industry continues to show mixed views on generative AI. Many independent developers have expressed concerns about the technology's impact on creativity, originality and employment within the industry. Others view AI as a useful tool for speeding up production and reducing development costs.
Several studios have already adjusted their AI strategies following community feedback. For example, ARC Raiders has reportedly reduced its reliance on AI-generated content in recent months. Earlier this year, breakout title Crimson Desert also faced scrutiny over AI-generated assets that appeared during development.
Growing transparency
The Steam Next Fest figures suggest that AI tools are becoming increasingly common across the gaming industry, even as concerns about their use persist. At the same time, Valve's disclosure requirements are providing greater visibility into how frequently developers are experimenting with generative AI technologies. As AI tools continue to improve, the debate is likely to shift from whether developers use them to how they use them and how transparent they are with players about that process.
