AI Content Removal
Itch has clamped down on the deluge of low effort generative AI games flooding its store, confirming the removal of a couple of terabytes of AI slop.
In a statement on social media, the indie game storefront said it had begun the process of removing thousands of AI games and other marketplace items, including asset packs for game developers, due to spam. The platform confirmed the deletion of multiple terabytes of automated material.
The storefront criticized the bulk upload of poorly optimized generative models, emphasizing that sheer volume is discouraged on the platform.
New Search Filters
Itch has also added generative AI disclosure filtering to its website, including on its search results page to help users control what content they see. Via the No AI filter, users can strip out games with AI disclosures.
Platform Guidelines
When asked if this was a blanket ban on generative AI, Itch clarified that automated material is only against the site's terms and conditions when it constitutes spam. The official guidelines state that avoiding excessive amounts of automatically generated content is required, and AI generated content is acceptable if it is clearly stated in the project description and adds substantial value to the user experience. Multiple iterations of identical assets with slight variations violate the rules.
Industry Comparison
Itch has taken a stronger stance on automated content than competitors like Valve. While Steam requires AI disclosures for store pages, it does not limit AI-focused developer access or block low-effort titles, putting the onus on developers to stand out amid the influx.
Developers are advised to continuously add features, personality, and creativity stemming from their own perspective rather than relying on easily copied mechanics.
Meanwhile, Epic Games takes a different approach, with leadership having previously criticized disclosure policies as political acts.
