Epic's Sweeney believes platforms should cease labeling games created with AI

Epic Games' CEO, Tim Sweeney, has expressed opposition to the labeling of games developed with AI on platforms like Steam. Engaging in a conversation on Twitter, Sweeney criticized the suggestion to remove such tags, stating that the practice doesn’t align with the future of game development, where AI integration will be nearly universal.

Sweeney explained that tagging AI is more pertinent for art exhibits regarding authorship transparency and marketplaces where content licenses are crucial for buyers. However, he sees no relevance in applying such tags in gaming platforms.

Since the start of 2024, Valve has adjusted its Steam policy to welcome most AI-integrated games, with the stipulation that developers must clarify the usage of AI in their projects. This marks a significant shift from Valve's earlier, more cautious stance on AI.

Research by Totally Human Media in July 2025 highlighted that around seven percent of games in Steam's library now acknowledge the use of generative AI, a notable increase from the previous year's 1.1%. Further, Itch.io has required the declaration of AI use from game creators since November 2024.

Sweeney’s comments reflect those made by Nexon's CEO, who also emphasized the widespread use of AI across the gaming industry, following the discussion sparked by Embark Studios' Arc Raiders, which utilized AI in voice production.

The Fortnite executive further commented on this issue, contending that AI enhances human productivity significantly. He noted that opinions on whether AI is beneficial or detrimental vary widely and tend to be influenced by political views.