1. Store disclosure
Steam asks developers to disclose AI use in their Steamworks content survey, covering content that ships with the game and, where it applies, content generated while the game runs. itch.io also offers a way to label how generative AI was used on a project page. Valve has revised its wording before, so read the current Steamworks documentation and do not rely on a summary.
Honest disclosure protects you from takedowns and from a trust problem with players.
2. Copyright is unsettled
Rules differ by country. In the United States, the Copyright Office has said that works need human authorship, and purely AI-generated material may not be protected. That matters if you want to stop others from copying your art. Talk to a lawyer if the art is central to your business.
Also check the licence of the tool itself: what it says about commercial use, and what it was trained on.
3. Players care
Many players and developers object to generative AI art, and some stores and communities restrict it. Others do not mind. Know your audience. A visible "no generative AI" label can be a selling point to part of it.
| Approach | Risk | Note |
|---|---|---|
| Fully hand-made art | Low | Slower, and a clear label to buyers who care |
| AI-assisted, edited by an artist | Medium | Disclose, and keep source files |
| Fully AI-generated | Higher | Check disclosure, copyright and audience reaction |
4. How we do it
The 3D packs and Unity systems in this catalogue are made by hand, and their itch.io pages carry the "No generative AI was used" label. If you want that guarantee for your game, our low poly packs and PSX weapons are modelled and textured manually.
5. A checklist before you ship
- List every asset and where it came from.
- Read the licence of any AI tool you used.
- Fill in the store's AI disclosure honestly.
- Keep the source files that prove human work.
- Plan for the reaction you might get, and respond calmly.
Preflight includes legal and AI disclosure steps, and AI coding assistants for game development covers the code side.
Questions
Steam allows games that use AI if you disclose it according to its rules. Read the current Steamworks policy before you submit.
It is unsettled and differs by country. In the US, human authorship is required for protection.
If it is true, it can help buyers who care. Only use the label when it is accurate.
Disclose it as the store requires and keep records of what was generated and what was edited.
Who wrote this
Imersa Studios builds the Unity systems, low poly packs and field guides sold on itch.io. The code and techniques here come from shipping those products. More about the studio.