Tim Sweeney, the head of Epic Games, argues that it’s unnecessary and illogical for platforms like Steam to label games as being created with the help of artificial intelligence.
Artificial intelligence is a major buzzword today, and the video game world is definitely paying attention. More and more game studios are starting to use AI to help create all sorts of game elements, including art and sound.
The use of artificial intelligence in game development is a controversial topic. Many online stores, like Steam, now label games to let players know if AI was involved in their creation. However, the CEO of Epic Games, the company behind Fortnite, is now arguing that these labels should be removed.
Epic Games CEO thinks Steam’s AI label is pointless
He was responding to a statement on X (formerly Twitter) from ex-Unreal Engine developer Matt Workman, who argued that Steam and other online stores shouldn’t require the ‘Made with AI’ label because it’s no longer relevant.
Sweeney agreed with these ideas, adding that the tag is becoming less useful as AI is used more and more often.
He agreed that labeling AI-generated art is important for exhibitions—to be clear about who or what created it—and for online marketplaces where people buy and sell digital content, as buyers need to know their rights. However, he doesn’t think it makes sense to label games this way, since AI will likely be used in the creation of most games in the future.
Why limit the discussion to AI? It seems like we could just as easily demand developers reveal all sorts of personal details, like their preferred shampoo. People are joking that customers ‘deserve to know’ these things, too.
— Tim Sweeney (@TimSweeneyEpic) November 27, 2025
He followed up with another post on X, jokingly suggesting that if people are concerned about developers using AI, they might as well require them to disclose their shampoo brand too. He added a laughing emoji, implying the idea was absurd.
I’ve noticed Sweeney’s been a pretty consistent advocate for AI. Just a few weeks ago, he publicly supported Embark Studios when people were criticizing them for using AI to create some of the voices in their game, Arc Raiders.
However, not everyone in the gaming industry is enthusiastic about AI. Dan Houser, the founder of Rockstar Games, recently stated that he doesn’t think it’s as helpful for game development as some companies claim.
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2025-11-27 19:20