Epic Games CEO Tim Sweeney has called for game stores like Steam to remove “Made with AI” tags, arguing that such disclosures will soon be irrelevant. Writing on X, Sweeney noted that AI use in game development is becoming widespread and that tagging it is unnecessary, comparing mandatory disclosures to irrelevant information like a developer’s shampoo brand.
Steam currently allows most games developed with generative AI, provided the use is disclosed. Sweeney, who also runs the Epic Games Store, believes disclosure should no longer be required as AI is increasingly integrated into production.
Other industry leaders share similar views. Nexon CEO Junghun Lee recently stated that all game companies are likely using AI, following criticism over AI-generated voice lines in one of Nexon’s titles. Sweeney added that AI increases productivity and should be leveraged to build better games rather than reduce workforce.
The trend extends beyond gaming. Microsoft reports that 91 percent of its engineering teams use GitHub Copilot, highlighting AI’s pervasive role in development. However, some indie developers continue to use “AI-free” as a marketing point, signaling that opinions on AI disclosure remain divided in the gaming community.
