The PC gaming storefront Itch.io has introduced new filtering options to allow users to exclude AI-generated content from their view. This move comes as the volume of AI-assisted game development submissions increases across platforms.
A recent report indicated that in October 2026, 54.6% of new titles added to Steam included an AI disclosure label, a significant rise from 18.3% in 2025. In response, Itch.io updated its site to include a "NoAI" tag, which users can select to hide projects that explicitly state they are not using generative AI in their creation process.
Prior to the filtering update, Itch.io had already begun addressing AI-generated content by deleting large amounts of "AI slop." The platform reiterated its existing quality guidelines, which prohibit games or projects predominantly created by algorithms or AI with minimal human intervention, content randomly generated with little curation, and multiple iterations of similar AI-generated content. However, Itch.io does permit the use of AI-generated material if its use is disclosed and it adds substantial value.
This approach contrasts with other major PC storefronts. Steam requires developers to disclose AI usage, but users must manually search for this information at the bottom of a game's page. Epic Games CEO Tim Sweeney has been more critical of such disclosure requirements, calling them a "political act" that hinders developers. Epic has also embraced AI more broadly, with its launcher and upcoming projects, including Unreal Engine 6 and a potential Marvel and Star Wars crossover game, reportedly adopting an "AI-first" development approach with a goal of minimizing handwritten code.