Epic CEO Tim Sweeney says Steam should drop its 'Made with AI' tags'A (www.theverge.com)

Epic Games CEO Tim Sweeney urged Steam and other digital game stores to drop “Made with AI” tags, arguing on X that such labels will soon be pointless because generative AI will be woven into “nearly all future production.” He conceded AI disclosures make sense for art exhibits and licensing marketplaces where authorship and rights matter, but called mandatory tags for games unnecessary—quipping that if taken to extremes stores might demand disclosure of a developer’s shampoo brand. Sweeney, whose Epic Games Store competes with Steam, noted AI can multiply human productivity and should be used to build better games rather than simply reduce headcount. The debate matters because platforms are already wrestling with policy and technical implications: Steam now allows most games developed with generative AI so long as use is disclosed, and incidents like AI-generated voice lines in Nexon’s Arc Raiders have triggered industry scrutiny. Broader adoption is clear—Microsoft says 91% of its engineering teams use GitHub Copilot—so the question shifts from “whether” to “how” to disclose, license and verify AI-produced assets and code. Sweeney’s stance highlights a tension between normalization of AI tooling and consumer-facing differentiation (some indie studios still market “AI-free” games), raising practical issues around provenance, IP rights, and what meaningful transparency should look like in a world where AI involvement is ubiquitous.