Epic Games CEO Tim Sweeney has publicly criticized Valve’s policy requiring developers to disclose the use of artificial intelligence on Steam storefront pages, labeling the mandate as “irresponsible.” Speaking in an interview with PC Gamer, Sweeney argued that the rule disproportionately harms smaller studios and erects unnecessary barriers to entry in an already competitive market.
According to Sweeney, AI tools should be viewed primarily as productivity enhancers that allow indie teams and resource-constrained creators to compete against industry heavyweights and massive live-service titles like Fortnite. He asserted that by forcing developers to feature prominent AI disclosure labels on their store pages, Valve is actively inviting a “hater community trying to kill the game,” effectively stifling the commercial viability of projects before they can find an audience.
The debate highlights a growing rift between storefront leaders on how to handle generative technology. While Steam introduced its disclosure policy to positive reception from consumers who demand transparency regarding asset training and copyright, Sweeney remains skeptical of the long-term utility of such labels. He previously noted in 2025 that as AI integration becomes standard practice in modern pipelines, mandatory disclosures will eventually become redundant.
However, Epic Games’ stance remains highly controversial within the broader development community. Critics point out that many generative models rely on unethically sourced data, utilizing copyrighted artwork and creative labor without permission or compensation. In response to these concerns, Sweeney acknowledged that while some models have faced valid ethical criticisms, the immense pressure on developers to optimize efficiency makes these tools an inevitability. He further argued that only a small fraction of traditional asset development genuinely involves creative injection from an artist, leaving the remaining mechanical work open to automation.
The friction is amplified by Epic Games’ own recent showcase of generative AI within its Unreal Engine workflows. The publisher recently faced backlash after a demonstration featured tools like Nano Banana to refine artwork, which resulted in distinct alterations to original renders and drew accusations regarding the platform’s training data. Given Sweeney’s latest remarks, it is highly unlikely that the Epic Games Store will follow Steam’s lead in implementing mandatory consumer-facing AI labels anytime soon.
