The CEO of Epic Games, Tim Sweeney, has argued that platforms like Steam should not label games which might be made utilizing AI.
Responding to a publish on Twitter from a consumer who instructed that storefronts drop this tag, the business exec stated that it “is not sensible” to flag such content material. Sweeney added that quickly AI will likely be part of the way in which all games are made.
“The AI tag is related to artwork reveals for authorship disclosure, and to digital content material licensing marketplaces the place consumers want to know the rights state of affairs,” Sweeney stated.
“It is not sensible for sport shops, the place AI will likely be concerned in practically all future manufacturing.”
Since January 2024, Valve has allowed “the overwhelming majority of games” utilizing AI on its Steam platform, however requires builders to reveal how the tech has been used. This was an about-turn on the PC big’s earlier coverage, which was rather more tentative on AI.
Knowledge from Completely Human Media printed in July 2025 confirmed that seven per cent of the games on Steam disclose the usage of generative AI; the earlier 12 months, simply 1.1% of titles on Valve’s platform used the tech.
Indie platform Itch.io has additionally required builders to reveal whether or not generative AI was used within the creation of their games since November 2024.
Sweeney’s remarks about AI turning into a ubiquitous a part of the sport improvement course of echo statements made by the CEO of Nexon; earlier within the month, he stated that: “it is vital to imagine each sport firm is utilizing AI”. This adopted controversy round Embark Studios’ Arc Raiders, which used AI for voice strains.
The Fortnite boss additionally weighed into that specific debate, arguing that: “[AI] will increase human productiveness in some areas by integer multiples, and views on whether or not this can be a internet good and should be rewarded, or dangerous and should be fought in opposition to, are speculative and usually distributed alongside political strains.”