Epic Games CEO Tim Sweeney has expressed skepticism about the value of “Made with AI” labels on digital storefronts, arguing that AI is quickly becoming a standard part of game development. Sweeney responded to former Unreal Engine developer Matt Workman, who suggested that platforms like Steam should drop the labels because they no longer meaningfully reflect how games are created.
In his response on X Sweeney wrote that AI tags are relevant in contexts such as art exhibits or digital asset marketplaces, where authorship and licensing require clear disclosure. However, he said the labels “make no sense for game stores, where AI will be involved in nearly all future production.” To illustrate his point, he added a follow-up comment joking that mandatory AI labels are as unnecessary as requiring developers to disclose their shampoo brand.
AI Becoming Standard in Game Development
Sweeney’s viewpoint is not unique. Nexon’s CEO recently suggested that AI use should be assumed across most studios. The discussion comes amid debates over AI’s role in creative work and its potential impact on jobs. For example, Embark Studios faced criticism for using AI-generated voice lines in Arc Raiders, highlighting the tension between innovation and expectations around originality and human labor.
Meanwhile, companies like Krafton are embracing AI-driven workflows more openly. The publisher has declared itself an “AI-first” company and has offered voluntary redundancy to employees unwilling to adapt, signaling a broader shift toward automation and AI integration in production pipelines.
Platform Policies on AI-Assisted Games
Valve has adjusted its stance on AI in games over the past year. Since January 2024, most AI-assisted games have been allowed on Steam, though developers are required to disclose how they use AI tools. This policy reversal reflects both the increasing prevalence of AI and ongoing concerns about rights, ownership, and transparency in digital content. Despite disclosure requirements, the necessity of highlighting AI use on storefronts remains a point of contention.
AI in Web3 Gaming and Content Production
Beyond traditional gaming, AI is also influencing web3 projects and blockchain-based titles, where studios leverage the technology to scale content creation and automate asset generation. Sweeney’s comments suggest that AI will be a fundamental tool in development rather than a differentiating factor, a view shared by other industry leaders as AI becomes increasingly integrated into design, art, and narrative pipelines.
Frequently Asked Questions (FAQs)
Why does Tim Sweeney think AI labels on game stores are unnecessary?
Sweeney believes AI will become a standard part of game development, so singling it out with a label on storefronts does not provide meaningful information to players.
Which companies are embracing AI in game production?
Epic Games, Krafton, and Nexon have all acknowledged the growing role of AI, with some studios explicitly adopting AI-first workflows for content creation.
What is Valve’s policy on AI-assisted games?
Since January 2024, most AI-assisted games are allowed on Steam, but developers must disclose how AI is used in their projects.
How does AI impact jobs in the gaming industry?
The integration of AI has raised concerns about creative roles, with some employees offered voluntary redundancy if they choose not to participate in AI-focused workflows.
Is AI use common in web3 gaming?
Yes, AI is increasingly used in web3 projects to automate asset creation and scale content production efficiently.
