Steam Next Fest is back, and SteamDB data suggests 1,704 of the 8,700 participating demos are tagged as using generative AI—about 19.5%. The scale stands out given the backlash developers have faced when AI materials are discovered, and Valve’s evolving labeli
Players aren’t just going to click “download” during Steam Next Fest. They’ll also be watching the fine print.
This season, Steam Next Fest participants include a striking number of demos tagged for generative AI. Eurogamer found that on the SteamDB database. 1. 704 of the 8. 700 titles listed as participants in the event have been tagged as having used generative AI. That works out to 19.5 percent—just shy of a fifth of the showcase.
The number lands in a moment when many players have already shown they can be quick to punish studios after gen AI materials are discovered. Indie leaders have been especially alert to the question of when and how AI is used in development, pushing for transparency rather than surprises.
Valve’s own stance has shifted in the middle of that tension. In 2024, the company updated its guidelines around AI use in games sold on Steam. That update allowed more usage of the tech, but it also added requirements for developers to inform players about when they’ve applied generative AI.
Valve now makes room for exceptions. “Efficiency gains” don’t necessarily require an AI label, and that detail may help explain why one of the most common types of developer scandal hasn’t been about admitting AI at all—it’s been about using AI-generated assets that aren’t replaced before launch.
That pattern surfaced publicly earlier this year with the breakout hit Crimson Desert. Even beyond that, the pressure doesn’t only fall on studios that adopted AI quietly. Some games that embraced gen AI from the start. like Arc Raiders. have since made changes aimed at reducing their use of the tech.
The situation now looks like a loop players know well: more demos carry the label. the backlash memories stay fresh. and developers keep adjusting what—and how much—they show. On the storefront, the math is clear. In the hands of players. the real test is how much tolerance remains for what they didn’t expect to see.
Steam Next Fest Valve SteamDB generative AI AI disclosure game labels Crimson Desert Arc Raiders
So like 20% of demos are AI? That’s wild.
I feel like they should just ban gen AI entirely from game assets, but they keep calling it “efficiency gains” like that makes it ok. If it’s on Steam they need to be upfront, not hiding in fine print.
Wait, I thought Steam already cracked down on AI scams or whatever. Like this says “exceptions” so does that mean some devs can dodge the label if they claim it’s not important? That “Crimson Desert” thing already proved people will freak out, so they’re just playing games with words.
Steam Next Fest viewers aren’t gonna read tags half the time anyway. I’m not even mad at AI existing, I’m mad when it looks cheap and then they act shocked. Also how did they even count “tagged” vs actually used? Half these demos probably use it for like textures or music and then everyone jumps to conclusions.