TLDR: The October 2025 Steam Next Fest featured over 500 game demos that disclosed the use of generative AI, accounting for approximately 17% of all titles. This widespread adoption has led to disappointment among some observers, raising concerns about originality, quality, and the future of independent game development, despite Valve’s mandatory disclosure policy.
The October 2025 edition of Steam Next Fest, a prominent showcase for independent game developers, has concluded with a notable and, for many, disappointing revelation: over 500 demos openly utilized generative artificial intelligence in their creation. A report by TechRaptor, cited by multiple outlets, indicates that 504 demos, out of a total of 2960 titles, disclosed the use of generative AI, representing approximately 17% of the games available during the event.
This significant presence of AI-generated content has sparked considerable discussion and disappointment within the gaming community. Observers noted ‘telltale signs’ of generative AI, such as ‘images that looked a little off’ and ‘Steam page descriptions using phrases that no human would utter.’ While Valve mandates that any game on its storefront using AI must disclose this fact, the sheer volume has raised questions about the originality and quality of content.
Developers reported using generative AI across various aspects of game development. The most frequently disclosed applications included marketing and Steam store page assets, in-game art assets (ranging from concept art and placeholders to all art in a game), audio assets (music, sound effects, and voice-overs), translation, coding, writing, ideation, and even in-game live calls.
One of the most popular demos to incorporate generative AI was ‘Cloudheim’ by Noodle Cat Games, which ranked among the top 50 most-played games of the week. Its disclosure stated that its primary use of generative AI was for ‘internal communication,’ specifically a bot named InfoSage. However, it also noted that developers could use the technology as they wished, with the caveat that ‘No people have been replaced by AI. This includes artists and engineers on our team, voice actors, localization, or other roles.’
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Despite Valve’s disclosure policy, concerns persist regarding games that might use AI without transparently reporting it, as seen with past titles like ‘The Alters’ and ‘Hotel Barcelona.’ Critics also voiced apprehension about the long-term impact on talent cultivation within the industry, suggesting that an over-reliance on AI tools might hinder developers from becoming specialists and producing high-quality work from start to finish. The prevalence of AI in this Next Fest is seen by some as a potential turning point, with calls for better filtering mechanisms for AI-generated content.
