Epic Games CEO says it’s ‘really irresponsible’ of Steam to make studios disclose AI use

June 25, 2026 - 20:37

Epic Games CEO Tim Sweeney has publicly criticized Valve's policy requiring game developers to disclose the use of artificial intelligence on Steam, calling the practice "really irresponsible." In a recent statement, Sweeney argued that forcing studios to label their games as AI-generated or AI-assisted puts an unfair target on their backs. He compared the disclosure requirement to a "Scarlet Letter," suggesting it invites immediate backlash from players who may then "try to kill the game" before even giving it a fair chance.

Sweeney's comments come as the gaming industry struggles to find a balanced approach to AI integration. While some players and developers worry about the ethical implications of AI in creative works, others see it as a valuable tool for speeding up production and reducing costs. According to Sweeney, Steam's current approach stigmatizes developers who are simply experimenting with new technology. He warned that such a policy could discourage innovation and push smaller studios away from using AI tools altogether, even when those tools might help them compete with larger companies.

Valve has not responded directly to Sweeney's remarks, but the company has previously stated that its AI disclosure rules are meant to provide transparency for consumers. The debate highlights a growing divide in the gaming world over how to handle the rapid rise of generative AI. For now, Epic Games continues to allow AI-assisted content on its own storefront without requiring special labels, positioning itself as a more developer-friendly alternative to Steam.