Itch has begun removing thousands of AI-generated games and marketplace items, including developer asset packs, that it says were uploaded as spam. The storefront said on social media that it had deleted “a couple terabytes” of AI-generated material, citing poorly optimized models and excessive uploads.
The site has also added filters for generative AI disclosures, including to search results. Users can select a “No AI” option to exclude games that disclose AI use.
Itch said the action is not a blanket ban on generative AI. Its terms ask users to avoid uploading excessive amounts of automatically generated or AI-generated content. AI-generated material is permitted when it is disclosed in a project description and adds substantial value to the user experience. Repeated versions of the same content with only minor variations are against the rules, and the store expects AI material to be curated.
The move gives Itch a stricter approach than Steam, which requires AI disclosures on store pages but does not restrict developers from using AI or block AI-focused games. Valve has said developers should distinguish their games through features, personality and creativity, rather than relying on mechanics that can be easily copied.
Sources: IGN.