itch.io expands AI disclosure filter amid surge of generative‑AI games
The indie storefront adds a “No AI” search option as AI‑generated games flood the market.
AI‑generated content is overwhelming digital game marketplaces, prompting itch.io to tighten its filters.
itch.io announced on its official BlueSky account that its search page now includes a “No AI” checkbox. When selected, any game that displays the generative‑AI disclosure is removed from the results, allowing shoppers to focus on titles created without the technology.
Like Steam, itch.io requires developers who use generative AI to add a disclosure label to their game pages, though the platform does not ask creators to specify the extent of AI involvement.
The update arrives after itch.io disclosed that the number of new game pages posted each day has doubled over the past two months, while the volume of downloads and purchases has not risen at the same rate.
File‑size concerns also surface, as the storefront cites its terms of service against AI spam and recently removed “a couple terabytes of AI slop.”
Industry‑wide, the influx of AI‑created games is creating pressure on other platforms. Steam Next Fest recorded a record number of demo submissions last month, and developers have been withdrawing demos out of fear of copying, with Steam placing the burden on creators to make their games less replicable.
Although AI‑tool makers such as Anthropic have introduced rules to curb unoriginal game clones, alternative tools remain available, and the rapid production of low‑effort titles continues. Filters like itch.io’s expanded option may represent a practical response to the ongoing challenge.
As AI tools become more accessible, platforms will need increasingly granular controls to keep storefronts navigable for players.
