The indie game platform itch.io expands its AI disclosure filter as low-quality AI-generated games continue to flood Steam and other storefronts.

Background: A Storefront Already Built on AI Disclosure

itch.io is an indie game storefront, and its latest policy expansion gives users a clearer way to separate games made with generative AI from games without that disclosure. The change was revealed on the site's official BlueSky account.

Before the new search option, itch.io already had a disclosure requirement. Games created using generative AI must have a generative AI disclosure to be present on the platform. The source compares that requirement to Steam, but notes a difference: itch.io does not offer an option to describe to what extent the technology was used.

That existing rule is what the new filter builds on. It does not introduce the disclosure itself. It gives the disclosure a more direct browsing function.

Development: The Search Page Gets a No AI Box

The expanded filter now appears on itch.io's search page in the form of a "No AI" box. When users tick it, the site hides any game on the website that features the generative AI disclosure.

For a reader browsing the storefront, this turns a policy label into a simple control. A game either carries the disclosure or it does not. The "No AI" filter lets users remove the disclosed results from view while leaving the underlying listing system intact.

The source does not present the filter as a ban on generative AI, a quality score, or a way to judge how much AI was used. It is a discovery tool shaped by the disclosure label.

Context: Game Pages Doubled in the Past Two Months

The filter change came shortly after itch.io revealed that the number of game pages being made on the website each day had doubled in the past two months. At the same time, the number of games downloaded and purchases had not doubled to match the new supply.

That detail matters because it explains why the storefront needed a clearer way to sort content. More daily pages do not automatically mean more attention, more sales, or more meaningful discovery for players. If supply rises faster than engagement, the store can become harder to navigate.

A simple filter may not solve that imbalance, but it gives users a way to reduce noise in search results.

Pressure: AI Spam, Deleted Terabytes, and File Size

The source also links the change to another operational problem: file size and spam. itch.io has a terms of service policy against AI spam, and it cited that policy shortly after publicly announcing that a couple terabytes of AI slop had been deleted.

This shows the issue is not only about player preference. It is also about the practical burden of high-volume publishing. If large amounts of low-effort generated content can be uploaded quickly, a storefront has to deal with moderation, cleanup, and the quality of what remains visible.

The "No AI" box addresses the discovery side of that pressure. It lets users hide games that have already been labeled under the disclosure rule.

Wider Industry: Steam, Clones, and Anthropic Rules

The itch.io update does not happen in isolation. The source places it within a broader industry pattern where AI tools are making game production and submission easier.

Steam Next Fest had a record-breaking number of demo submissions last month. Developers pulled demos in fear of their game being copied, and Steam said it is the developer's responsibility to make their games less copyable.

At the same time, Claude creator Anthropic has introduced rules preventing unoriginal game clones. Even so, the source notes that alternative AI tools can still be used to create them, and that the process of creating games using AI tools will still allow for hastily made, low effort slop.

That combination creates a difficult environment for storefronts. A platform can set rules, but it cannot always control every external tool, every submission wave, or every attempt to copy games.

Side Note: Slam Tank Trailer Reference

The original coverage also includes a separate trailer reference: "Slam Tank - Official Demo Trailer," with a prompt to watch on YouTube. That item appears alongside the itch.io policy discussion and is not described as part of the new filter itself.

Latest Stage: What the Filter Does and Does Not Solve

As of the latest information in the source, itch.io has expanded its AI disclosure filters by adding the search page "No AI" box. Games created using generative AI must still carry the disclosure to be present on the platform, but users now have a direct way to hide those games while searching.

The storefront still faces the larger supply problem. The daily game page count had doubled in the past two months, while downloads and purchases had not doubled to match. itch.io has also dealt with AI spam pressure, including the deletion of a couple terabytes of AI slop under its terms of service policy against AI spam.

For readers, the current stage is a store responding to an AI-driven publishing wave with a clearer browsing tool. The filter does not end AI spam, cloning, or low-effort releases across the industry. It does give players a concrete way to separate games labeled with generative AI disclosure from those without it.