Itch.io adds "No AI" filter for games, Steam still lacks one

Game hosting platform Itch.io has rolled out filters for AI-generated content, including a "No AI" option that drastically reduces the number of visible games. The update addresses long-standing requests for transparency and control over AI use in gaming, while Steam, despite having disclosure rules, still lacks a comparable feature.

Tarun Mottlia

Editor, Lazyfounder

Published Nov 4, 20263 min read

Itch.io adds "No AI" filter for games, Steam still lacks one — Image: Engadget via source

KEY HIGHLIGHTS

Itch.io introduced a "No AI" filter, reducing visible games from over 1.77 million to less than 425,000.
The platform requires disclosure of AI use and prohibits excessive AI-generated content.
Itch.io’s filters are now available in search and other areas, addressing a gap in its previous system.
Steam lacks a similar filter for AI-generated content despite having disclosure rules.

What the filter does

Itch.io’s new "No AI" filter, now available in search and other parts of the platform, lets users exclude games flagged as containing AI-generated content. When applied, the number of visible games drops from over 1.77 million to fewer than 425,000, according to testing by Engadget. The filter builds on Itch.io’s existing policies, which already required creators to disclose AI use and banned "excessive" AI-generated content.

How Itch.io’s rules differ from Steam’s

Steam, the dominant PC game marketplace, has rules requiring developers to disclose AI use during the game submission process. However, it does not offer users a way to filter out AI-generated titles. Itch.io’s approach combines disclosure with user-side controls, giving players and developers more agency over the content they engage with. The platform is also known for hosting game jams, many of which have strict no-AI policies, further aligning it with anti-AI sentiment in parts of the indie game community.

Why the update matters

The filter arrives amid ongoing debates about AI’s role in creative industries, particularly gaming. Itch.io’s policies and tools reflect a response to concerns from developers and players about AI-generated content flooding platforms, potentially overshadowing human-made work. While the filter is optional, its existence sets a standard for transparency that larger platforms may eventually need to match.

What this means

Lazyfounder analysis — our interpretation, not reported fact.

Itch.io’s move reflects growing demand among creators and players for transparency and control over AI-generated content in gaming. Unlike Steam, which relies on disclosure rules without offering user-side filters, Itch.io is giving its community a direct way to opt out of AI-generated games. This could pressure larger platforms to add similar features, especially as debates over AI’s role in creative industries intensify.

For indie developers and small studios, the filter may help surface human-made games in a market increasingly crowded with AI-generated titles. It also sets a precedent for how platforms can balance AI adoption with creator and user preferences—an issue founders in gaming, content moderation, and digital distribution will need to watch.

Key takeaways

Itch.io’s "No AI" filter provides a tool for users to avoid AI-generated games, a feature missing on larger platforms like Steam.
The policy reinforces Itch.io’s stance against excessive AI-generated content, aligning it with creator-led concerns about AI’s impact on gaming.
Smaller studios may benefit from reduced competition from AI-generated games, depending on user adoption of the filter.
The move highlights a gap in industry standards for AI transparency and user choice, which could influence future platform policies.

Sources

Engadget · 2026-11-03
Itch.io Adds A Filter For Games With Gen AI Disclosures

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