Epic Games CEO Tim Sweeney said platforms like Steam should not label games made using artificial intelligence.
Responding to a tweet from a user who suggested storefronts should remove the tag, an industry executive said there was “no point” in tagging such content. Sweeney added that artificial intelligence will soon be part of the process of creating all games.
“The AI tag is relevant for art exhibitions to uncover attribution, as well as for digital content licensing markets where buyers need to understand the rights situation,” Sweeney said.
“This doesn't make sense for game stores, where AI will be involved in almost all future production.”
From January 2024 Valve has allowed the “vast majority of games” to use AI on its Steam platform, but requires developers to disclose information about how the technology was used. This was a reversal of the PC giant's previous policy. who was much more cautious about AI.
Totally Human Media data published in July 2025 showed: that seven percent of games on Steam reveal the use of generative artificial intelligence; Last year, only 1.1% of games on Valve's platform used this technology.
Indie platform Itch.io also required developers to disclose whether generative artificial intelligence was used in the creation of their games. from November 2024.
Sweeney's remarks about AI becoming a ubiquitous part of the game development process echoes statements made by Nexon's CEO; earlier this month he said that: “It's important to assume that every gaming company uses AI.This follows the controversy surrounding Embark Studios' Arc Raiders, which used artificial intelligence for voice lines.
The Fortnite boss also took part in this particular discussion.stating that: “[AI] increases the productivity of man in some fields by whole numbers, and views as to whether this is a net good and should be rewarded, or a bad thing and should be fought against, are speculative and usually divided along political lines.”
