PC Games Storefront Does What Valve Won’t, Takes Action Against AI Slop
One of Steam's biggest competitors just announced filtering options for AI-generated content.
The PC gaming storefront Itch.io has taken action against AI-generated content by adding a filtering option for users to hide AI-sloppy games from their browsing experience. This comes as a response to the increasing presence of AI-generated titles on the platform, with 54.6% of games added to Steam in October 2026 including an AI disclosure label, compared to just 18.3% in 2025.
Itch.io's new "NoAI" tag allows users to filter out games that use generative AI in their creative process, which is not currently possible on Steam where users must actively seek out information about AI usage in game development. While many users appreciate the new filter, some have called for Itch.io to ban AI-generated content entirely, arguing that it should be completely prohibited if users must disclose its usage.
Epic Games CEO Tim Sweeney, however, supports the use of AI in game development, calling Steam's disclosure requirement a "political act" that stifles innovation.
Written by urgent.news from Polygon's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
