The game industry is in the middle of a huge uptick in AI-generated content. A whopping 54.6% of titles added to Steam in October 2026 included an AI disclosure label, marking the first month that more games had the label than not. For comparison, 18.3% of games added to the platform in 2025 had an AI disclosure label.
Thankfully, some segments of the industry are taking notice. A few days after Anthropic made changes to Claude to make it harder to clone games, the PC gaming storefront Itch.io updated its storefront to make it easier to filter out AI slop. The new filtering option appears on the left side of the Browse page under the AI Assistance tab, allowing users to click a “NoAI” tag that hides games that use generative AI.
Shortly before announcing the NoAI tag, Itch.io’s social media page posted on Bluesky, “Just deleted a couple terabytes of AI slop.” The account added, “Just because you can upload 10 terabytes of poorly optimized AI generated models doesn’t mean you should upload 10 terabytes of poorly optimized AI generated models. As a reminder we have had an AI spam clause in our quality guidelines for over two years: itch.io/docs/creator...” The site’s existing AI spam clause doesn’t ban the usage of generative AI, but defines spam as the following: Although many users on Bluesky celebrated the NoAI tag, others called on Itch.io to ban AI-generated content entirely. As it stands, the site allows AI-generated material as long as its use is disclosed in the project description.
AI-generated content must also add "substantial value to the user experience.” Steam does not currently provide easy ways to filter AI-generated content. While the site requires developers to disclose whether AI was used to create a game, users must scroll to the bottom of a Steam page to find out if the game used this technology and how. Basically, while it's possible to find whether a studio is disclosing AI use, the user must actively seek out this information.
Meanwhile, Epic Games CEO Tim Sweeney has taken a radically pro-AI stance, describing Steam’s AI disclosure requirement as a “political act” that “confiscates opportunity” from developers. His company recently released an AI “vibe-coded”version of the Epic Games Store launcher, which was criticized as a buggy mess. Epic also recently confirmed that both future Fortnite updates and Unreal Engine 6 are being vibe-coded as the company takes an “AI-first” development approach.
The studio is reportedly working on a Marvel and Star Wars crossover game that has a mandate for “no more handwritten code.”
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