Steam requires developers to disclose AI-generated content in the Steamworks store page setup, and skipping this isn't a gray-area risk, it's a straightforward content policy violation that can get a page rejected or pulled. The good news is the disclosure itself is simple. The confusion is almost always about what counts.
Two categories, and they're asked separately
Valve splits the disclosure into pre-generated content (AI-generated assets that were made ahead of time and are baked into the game as shipped, an AI-assisted texture, a piece of AI-written flavor text) and live-generated content (content a model produces dynamically while the player is playing, procedurally generated dialogue at runtime, for instance). You disclose both if both apply, and they're treated differently because the second one is much harder to review before launch.
What you actually have to say
For pre-generated content, a short description of what AI was used for, art, code, audio, writing, is generally enough; you don't need to itemize every asset. For live-generated content, Valve wants more detail on the guardrails you have in place, because "the model can say anything at runtime" is the exact thing store review is trying to catch before a player does.
Why this exists, not just what it says
This isn't Valve being cautious for its own sake. It's a direct response to player pressure after games shipped with AI content players felt was undisclosed or that used assets with unresolved rights questions. Disclosure lowers the temperature: players who care can filter for it, players who don't can ignore it, and Valve isn't in the position of adjudicating a fight after launch.
The mistake that actually gets pages flagged
Not lying about AI use, that's rare. It's forgetting it counts: teams that used an AI tool for a placeholder asset early in development, shipped it because it looked fine, and never went back to check the box. Do this disclosure pass as a checklist item right before you submit your store page, not as something you decided at the start of the project and never revisited.