itch.io generative AI disclosure and filtering

The indie game marketplace itch.io has implemented new search features to allow users to filter out content utilizing generative artificial intelligence. Through a “No AI” option, users can hide projects that have been tagged with platform-mandated generative AI disclosures.

The system relies on creator declarations. When developers edit project pages, they are asked to disclose if content contains generative AI in categories such as graphics, sound, text, or code. This disclosure requirement has been expanded to include tabletop or physical games, books, comics, and soundtracks. Failure to comply with these tagging requirements may result in a project being delisted from the site’s discovery index.

The update follows platform criticism regarding the mass distribution of low-quality content. Itch.io reported deleting terabytes of what it described as “AI slop” or “AI-generated junk.” Unlike its competitor Steam, which requires disclosure but lacks a specific tool to hide these titles, itch.io provides players the option to exclude such content from their browsing experience.