PC Games Storefront Does What Valve Won’t, Takes Action Against AI Slop
Itch.io introduces a 'NoAI' filter to exclude AI-generated games, contrasting with Steam’s disclosure-only policy and Epic’s AI-first stance.
In October 2026, over half of new Steam titles included AI disclosure labels, up from 18.3% in 2025, highlighting industry reliance on generative AI. Itch.io responded by adding a 'NoAI' filter on its Browse page, letting users hide games using AI in their creation process. The filter targets projects explicitly stating no generative AI was used, aligning with user demand for clearer content standards. Itch.io also removed terabytes of AI-generated models violating its existing spam guidelines, reinforcing its stance against low-quality AI content.
Itch.io’s new 'NoAI' tag appears under the AI Assistance tab on the Browse page, offering a direct way to exclude AI-generated games from search results. The tag’s description clarifies it applies to projects that disclose no generative AI use in their creative process. This update follows Anthropic’s recent adjustments to limit AI game cloning, signaling growing industry pushback against AI slop. The move contrasts with Steam’s policy, which only requires AI disclosure without filtering options.
Steam requires developers to disclose AI usage but buries this information at the bottom of game pages, making it difficult for users to find. Epic Games CEO Tim Sweeney has criticized Steam’s disclosure rule as a 'political act' that restricts developer opportunities. Meanwhile, Epic’s own AI-first approach includes a 'vibe-coded' Epic Games Store launcher and Fortnite updates developed with AI tools. The company is also working on an Unreal Engine 6 update and a Marvel and Star Wars crossover game with a 'no more handwritten code' mandate.
Itch.io’s existing AI spam clause prohibits poorly optimized or excessive AI-generated content but does not outright ban generative AI use. The platform allows AI-generated material if it adds 'substantial value' to the user experience and is properly disclosed. Users on Bluesky largely celebrated the 'NoAI' filter, though some called for a complete ban on AI-generated content. The update reflects a broader industry debate over AI’s role in game development and distribution.