PC Gamer warns of AI disclosures at SGF

PC Gamer warned on June 4 that Summer Game Fest 2026 viewers are likely to see repeated disclosures about generative AI use as publishers roll out trailers, cinematics and other promotional material ahead of the showcase. Andy Chalk wrote that “a pile of AI disclosures” is likely over the next several days as new game announcements arrive and studios clarify whether generative tools were used in what audiences are watching. Summer Game Fest Live is scheduled for June 5 at 5 p.m. Eastern, according to the event’s official site and YouTube listing. Geoff Keighley and Lucy James are set to host the livestream from the Dolby Theatre in Los Angeles as part of a multi-day slate of showcases running through the weekend. ### Why is PC Gamer telling viewers to watch for AI credits now? (pcgamer.com) PC Gamer tied the warning to the timing of Summer Game Fest itself, which begins June 5 and is expected to bring a dense run of new trailers and announcements. Chalk’s article said viewers should be ready for the moment when an impressive reveal is followed by confirmation that AI tools were used somewhere in the production or marketing pipeline. (summergamefest.com) The June 4 piece specifically pointed readers toward disclosures attached to trailers and related materials, rather than limiting the issue to finished games. That framing matters because Summer Game Fest is built around first looks, teaser videos and short-form promotional assets that often arrive before players know much else about a project. ### Where would those disclosures actually show up? (pcgamer.com) PC Gamer said audiences should watch credits and developer notes during and after reveals for signs that generative tools were used. Chalk’s article presented those disclosures as something viewers may need to catch in fine print or accompanying text rather than in the main body of a trailer. Valve’s Steam disclosure framework offers one reason those notices may become more common in game marketing. (pcgamer.com) Steam said developers must disclose generative AI content used in a game and in associated materials, including store-page content, while distinguishing that from some behind-the-scenes uses not visible to players. ### What exactly has Steam required from developers? Steam said in its AI-content policy update that developers using pre-generated AI content must tell Valve about that use during the release process. The platform also requires developers to identify AI-generated content created live during gameplay, according to the Steamworks post. (store.steampowered.com) Game Developer reported in a January follow-up that Valve had clarified the rules so that if generative AI appears in a game or associated materials, developers need to disclose it. That report said the disclosure can cover the game itself as well as marketing assets and the store page. ### Is this about one showcase or the whole SGF weekend? (store.steampowered.com) Summer Game Fest’s official site says the live kickoff show begins June 5, and outside schedule roundups describe the event as a June 5-8 run of showcases. That means any AI-related notices may appear across multiple publisher and partner presentations, not only during the main Keighley-hosted broadcast. (gamedeveloper.com) PC Gamer’s wording also pointed to “the next several days,” indicating the publication was talking about the broader announcement cycle around SGF rather than a single trailer drop. ### What should viewers look for when the reveals start? June 5 is the next concrete marker. Summer Game Fest Live is set for 5 p.m. ET on the official stream, and PC Gamer’s advice was to watch the credits, captions and developer notes attached to reveals as the weekend’s presentations unfold. (summergamefest.com) (pcgamer.com)