Epic Games CEO Tim Sweeney has criticised Valve’s requirement for developers to disclose AI use on Steam, arguing that the policy can unfairly harm games before players have even tried them. His comments come as Epic continues to build more AI support into Unreal Engine, including planned tools for Unreal Engine 6.
Valve requires developers to explain how generative AI is used in their games before publishing on Steam. The goal is to give buyers more information about the products they are considering. Sweeney believes that approach can create a negative label around a game, making it harder for developers to reach an audience even when AI is only used for limited production work.
The debate reflects a larger split within the games industry. Many developers see AI as a way to reduce routine work and speed up parts of production. Others believe clear disclosure is necessary because players should know whether AI generated assets, voices, writing, or other material were involved in a game’s creation.
Epic Says AI Can Help Developers Focus on Game Design
Sweeney’s argument is that AI should be treated as a productivity tool rather than a mark against a product. He believes developers can use it to create assets that would otherwise take longer or cost more to produce, especially when a game needs unusual objects, environments, or visual styles.
Epic has been clear that its upcoming Unreal Engine tools will allow developers to connect outside AI models rather than forcing one solution. The company’s approach is designed to let teams choose which tools are useful for their projects and avoid using AI where it does not make sense.
The intended use is not limited to artwork. AI tools could help with debugging, technical analysis, early prototypes, code assistance, and repetitive setup tasks.
| Area of development | Possible AI use |
|---|---|
| Debugging | Finding likely causes of crashes or errors |
| Prototyping | Testing ideas more quickly |
| Asset creation | Producing early visual concepts and simple objects |
| Technical work | Helping with repetitive code and configuration tasks |
| Design support | Reducing routine work so teams can focus on gameplay |
Steam’s Disclosure Policy Remains Important for Players
Valve’s policy is based on transparency. A game can use AI in many different ways, and the result may matter to buyers who care about how art, writing, voice work, or other assets were produced.
Some people may avoid games with AI generated content because of concerns about artist compensation, job losses, training data, or quality. Others may be comfortable with AI being used behind the scenes for testing and technical work. Steam’s disclosures allow people to make that choice for themselves.
Sweeney argues that the label can attract organised backlash, especially when online communities treat any AI involvement as a reason to reject a game. That concern is understandable, but it does not remove the value of clear information for people making a purchase.
The challenge for platforms is ensuring disclosures explain how AI was used rather than creating a broad label that makes all uses appear identical.
AI Use Will Depend on How Studios Apply It
AI cannot make a strong game without skilled people directing it. A good game still needs thoughtful design, testing, writing, art direction, technical work, and a clear understanding of what players enjoy.
Epic’s position is that AI can remove tedious tasks and give developers more time for those areas. Critics worry that publishers may use the same tools to cut costs and reduce staff rather than improve games.
Both concerns will remain part of the conversation as Unreal Engine 6 gets closer. Steam’s disclosure rules may frustrate some developers, but they also show that the industry is beginning to treat AI use as information players may reasonably want before deciding what to buy.
Discussion (0)
Be the first to comment.