Epic Games chief mocked Steam’s AI rules: “Then let’s also list the developer’s shampoo”

27.11.2025 Comment Views: 22

Tim Sweeney, CEO of Epic Games, said that Steam’s AI-use tag is no longer necessary. Valve introduced the label earlier, asking studios to disclose the use of AI tools during development and to detail the AI techniques involved.

A section like that has already appeared, for example, on the ARC Raiders page.

Sweeney sided with an X user who called the system outdated.

I agree. An AI label doesn’t make much sense for game storefronts where AI will become part of nearly all future production.

In his view, those labels are better suited to digital art exhibitions and marketplaces that sell images and videos.

Users reminded him that games are also art, and that concept art, character design, and visual assets can involve AI—so the label helps clarify how a game was created. Valve originally introduced it because of concerns about copyright for AI-generated content.

Sweeney added that if, starting in 2026, the majority of games use AI in some form, the label will be “everywhere.” He joked: