A browser extension has recently drawn attention by marking titles that disclose the use of generative AI in red on Steam Next Fest demo pages. Many users interpreted these prominent markers as an indication that Next Fest was flooded with low-quality "AI games," but this label only signifies that the developer has made a disclosure; it does not specify how AI was used.
Since January 2024, Valve has required developers to disclose pre-generated content and content generated at runtime. However, the actual circumstances that meet the disclosure criteria vary widely. "Switchback" only uses AI to assist in writing store descriptions and translating menus; its visuals, music, and runtime content are not AI-generated. Another indie developer also received the relevant label for using generated assets for a family photo in their horror game.
This labeling system also relies on developers voluntarily and accurately disclosing their use of AI. A red mark means the developer admits to using related technologies, but the absence of a mark does not guarantee that AI was not used at all. After Valve adjusted the disclosure form in early 2026, simply using AI development tools to improve work efficiency is no longer the main focus of this section.
While there are indeed hastily assembled AI-driven titles in Next Fest, displaying assisted translation, individual generated assets, and large-scale generated content in the same color can easily conflate different scenarios. This red marker alone is insufficient to judge the actual quality of a game.