Epic Games CEO Tim Sweeney recently stated that nearly all future games will be created using artificial intelligence (AI), rendering AI tags on game stores like Steam unnecessary. He argues that such labels are only relevant for art exhibits and digital content licensing marketplaces, where authorship and rights matter. For game stores, AI will be a standard part of production.
Sweeney’s position challenges current industry practices where stores like Steam require developers to disclose when AI has been used in game development. He believes this practice will soon become obsolete because AI integration in games will be so widespread. Thus, labeling games with AI tags on storefronts “makes no sense” and could be dropped.
The Epic CEO emphasized that the AI tag serves transparency in art and content licensing contexts, helping buyers understand rights situations. However, for game marketplaces where AI becomes ubiquitous in production workflows, these labels lose their significance and may create unnecessary confusion for consumers
This viewpoint is divisive, as AI use in game development has divided opinion among industry leaders. While some embrace AI’s efficiency and creative potential, others worry it could degrade the artistic soul of games. For example, Rockstar Games co-founder Dan Houser called AI “overrated,” and some developers resist their publishers’ push for AI adoption.
Major game companies are increasingly adopting AI technologies, highlighting Sweeney’s prediction. Sony plans to use AI in gaming, EA encourages teams to consider AI as a “thought partner,” and Square Enix aims to automate 70% of QA by 2027. Krafton has even invested heavily to become an “AI-first” gaming company.
The debate extends beyond disclosures to concerns about how AI might impact jobs and creativity in the gaming industry. While some firms promise AI won’t reduce headcount, fearing job losses and ethical issues remain prominent. Congressional calls for AI regulation highlight the complexity and sensitivity of AI’s rise in game development.
Steam’s requirement for AI disclosure labels originally sought to provide transparency to consumers amid early controversy over generative AI in games. However, as AI tools become essential in game production, these labels risk becoming outdated, prompting voices like Sweeney’s to call for their removal to streamline the marketplace experience.
Epic Games’ stance signals a broader industry shift toward normalizing AI involvement in game creation. By discounting the need for AI tags, Sweeney underscores the inevitability of AI’s integration, suggesting future games will be defined less by how they were made and more by their quality and gameplay experience.
Tim Sweeney’s comments spark important dialogue about balancing transparency, creativity, and technological advancement in gaming. As AI becomes a fundamental tool, the industry faces choices on how to communicate its role to players without overcomplicating the consumer experience or stifling innovation.
