Indie devs have begun adding a no generative AI stamp to their store pages

AI this, AI that - you can't go anywhere without something trying to force AI on you. Usually a company trying to get you to buy into what they've wasted billions on. So indie devs have begun fighting back with their No Gen AI Seal.

There's an increasing amount of developers using some form of AI generation from small developers to the AAA lot that I keep spotting recently, and so you might want to pick some out that are actually 100% human made. While Steam (being the easiest example) does have newer rules around AI disclosures, these are buried at the bottom of store pages and can be pretty easy to miss.

One way would be for developers to put a big badge on a store page to show off their human side, and that's exactly what some indie developers have chosen to start doing.

Announced by Alex Kanaris-Sotiriou of Polygon Treehouse (Mythwrecked & Röki) on Bluesky, they've launched the free to use No Gen AI Seal available via the Polygon Treehouse website. Writing about why it can be problematic the website states:

Generative AI is a technology that can create pictures, movies, audio (music or voice action) and writing using artificial intelligence. The issue is that these generative technologies are trained on existing works by human artists who have not given their permission, or been compensated, for their work being utilised. Essentially their work has been stolen.

The seal looks like this:

You can see it on the store pages for the likes of Mythwrecked: Ambrosia Island, Rosewater and more in the sidebar.

Perhaps in future we might see stores add specific filters to select "No Gen AI". It's clearly a growing market though, which is what pushed Valve to add their new disclosure rules, and we're likely to see a whole lot more games use generative AI as time goes on. It's going to get more messy and confusing for consumers as time goes on, at least until the ridiculous bubble finally bursts.

There's a lot of silliness going around like how Phil Spencer of Microsoft Gaming thinks generative AI will help game preservation and the Take-Two CEO believing AI will increase employment and productivity. Going by the latest 2025 GDC Survey there's clearly a lot of developers concerned about it and plenty working in companies currently using it.