Itch.io marketplace now requires asset creators to disclose their use of generative AI

Creators who sell assets on itch.io will now have to be a lot more upfront about using generative AI. The marketplace for independent digital creators has introduced a new rule that requires users to label their projects if they were produced using generative AI tools, such as ChatGPT and Midjourney. Users will see an AI generation disclosure box when they upload their projects. If they confirm that their project contains AI-generated output, they’ll be required to indicate what kinds of content were made with generative AI, whether they’re graphics, sounds, text and dialogue or code.

If they have a public asset page, they’ll see a dialog box when they access their dashboard, making it easy to bulk tag their projects. They’ll be able to select multiple projects from their list and then indicate whether they contain AI-generated content or not. All assets with AI output will get the “AI Generated” tag, while those without will be tagged as “No AI.” Each content type will have its own sub-tag, as well.

itch.io requires all assets that used AI in any way, even if the creator had hand-edited it, to be tagged as AI Generated. And if it finds any untagged work that used artificial intelligence tool, it will make that asset ineligible for indexing so that potential buyers could no longer find it. However, it’s unclear what measures the marketplace is taking to police its website. While itch.io’s new policy may not be enough for those who’d rather ban AI content altogether, the tags will allow buyers who don’t want AI assets in their work to filter them out.