Tim Sweeney criticized Steam's AI label and stated that it will soon be irrelevant in the industry
For Epic's CEO, the label will soon be "implicit in almost every game," which in his view renders the requirement useless.
In response to users who defended transparency, Sweeney doubled down with a sarcastic comparison: "We could require developers to reveal what shampoo they use". His comment triggered a wave of criticism.
Many pointed out that the use of AI can indeed affect the quality of the final product, so the public has a right to know about it.
Tim Sweeney, CEO of Epic Games, once again targeted Steam over the policy that requires developers to disclose the use of artificial intelligence in published games. For the executive, Valve's requirement "no longer makes sense" and is losing relevance in a market where more and more studios are incorporating AI tools into their creative processes.
Sweeney's stance revived a discussion that has been ongoing for months within gaming.
According to Totally Human Media, Valve introduced in January 2024 a clause that requires developers to disclose if their game uses AI-caused content. The measure emerged after several studios reported rejections of titles that included assets created with these tools.
Valve stated that the goal was to allow the company "to publish the vast majority of games" that integrate AI, as long as creators comply with transparency standards.
Sweeney argued that Valve's requirement "doesn't make sense for a video game store", where the adoption of AI is growing at an accelerated pace. A report cited by Totally Human Media indicates that 1 in 5 games published on Steam in 2025 has already disclosed AI use.
