Epic Games CEO Tim Sweeney has told followers on X that digital storefronts such as Steam should stop flagging games as being made with AI, arguing the practice belongs to art exhibits and licensing marketplaces rather than game stores. Sweeney wrote, “The AI tag is relevant to art exhibits for authorship disclosure, and to digital content licensing marketplaces where buyers need to understand the rights situation.” He added in the same post, “It makes no sense for game stores, where AI will be involved in nearly all future production.”
The comment comes amid a wider tug-of-war over how games should disclose the use of generative AI. Steam currently shows an “AI generated content disclosure” on some store pages, Arc Raiders was called out, while the Epic Games Store does not present comparable labels. Sweeney’s point is that as AI tools become part of everyday development, singling out games with a special tag will grow meaningless.
Agreed. The AI tag is relevant to art exhibits for authorship disclosure, and to digital content licensing marketplaces where buyers need to understand the rights situation. It makes no sense for game stores, where AI will be involved in nearly all future production.
— Tim Sweeney (@TimSweeneyEpic) November 26, 2025
That does not mean Sweeney ignores the legal or ethical problems around generative AI. He has previously warned against companies indiscriminately scraping artists’ work for training data and earlier chimed into the debate over Arc Raiders’ use of AI-generated voices with a thought experiment about games offering “infinite, context-sensitive, personality-reflecting dialog” tuned by human voice actors; Console PC Gaming covered that thread in Sweeney outlines an optimistic future for AI voices.
Critics argue labelling matters because it gives consumers information about whether models were trained on uncredited creative work and whether an asset might carry copyright issues. Legal fights in other media have already tested how training data and output are treated, and some developers are publicly committing to avoid generative AI in their projects. From a practical standpoint Sweeney’s suggestion would force a choice, either keep the labels and accept that many games will be marked as using AI, or drop them and rely on other legal and marketplace safeguards to protect creators and buyers.
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