2025-11-29 09:04:10
Epic Games CEO Tim Sweeney has criticized Steam’s mandatory “Made with AI” labels, arguing they’re irrelevant for game buyers and will soon apply to virtually every title anyway.
The debate kicked off when former Unreal Engine developer Matt Workman posted on X that storefronts should abandon AI labels entirely.
Sweeney quickly backed him, saying the disclosure “makes no sense for game stores, where AI will be involved in nearly all future production,” and is only meaningful in contexts like art exhibitions or licensing marketplaces where authorship and rights matter.
A few hours later, he doubled down: “Why stop at AI use? We could have mandatory disclosures for what shampoo brand the developer uses. Customers deserve to know lol.”
Steam currently requires developers to detail any AI-generated content used in their game, a policy created to address copyright confusion, quality concerns, and the legal ambiguity around training data.
For example, Arc Raiders’ Steam page includes a full “AI Generated Content Disclosure,” while its Epic Games Store listing does not.
Sweeney’s position has sparked backlash across the industry, as indie director Mike Bithell called the stance “sad,” arguing it frames generative AI as inevitable rather than a choice.
The wider debate remains highly polarised, as developers fear job losses, studios experiment with AI pipelines, and some companies – such as Krafton – are facing heavy criticism for moving to “AI-first” strategies.
Others, like The Witcher 3 director Konrad Tomaszkiewicz, warn that AI-heavy production risks producing “soulless” games, even if selective use of the tech can be helpful behind the scenes.
Visit Bang Premier (main website)
