Epic Games CEO Tim Sweeney has reopened the debate surrounding artificial intelligence in video game development, arguing that “Made with AI” labels are no longer meaningful on digital storefronts as the technology becomes embedded in most production processes. Posting on X on November 26, Sweeney said such labeling “make no sense for game stores, where AI will be involved in nearly all future production,” adding that disclosures should instead apply in contexts that focus on authorship and licensing, such as “art exhibitions or asset marketplaces.”
The remarks were widely interpreted as criticism of Valve, which introduced mandatory AI disclosure rules on Steam in January 2024. Publishers must state whether their games include AI, specify whether the content was generated during development or in real time during gameplay, and provide an explanation on the store page. A July 2025 survey found that roughly 7% of games on Steam disclosed using generative AI in some capacity. In contrast, the Epic Games Store does not currently display tagging or notices related to AI in its catalogue.
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Recent disputes highlight how ambiguous the definition of “AI use” has become. Arc Raiders and The Finals faced backlash for employing AI-generated voiceovers, with critics arguing synthetic voice performances replaced human actors. However, in the same production pipeline, Arc Raiders also relied on AI tools only for motion-smoothing and clean-up — a workflow many developers consider technical assistance rather than content creation. Under Steam guidelines, both would be listed under the same category.
Response to Sweeney’s comments has been divided. Former Counter-Strike artist Ayi Sánchez compared removing AI disclosures to selling food without an ingredient list, while composer Joris de Man noted that industry standards such as “not actual gameplay” disclaimers in trailers exist precisely to protect consumers. Indie developer Mike Bithell challenged Sweeney more directly, saying if Epic considers AI the future, it should “wear the label proudly and watch as sales plummet.”
The discussion reflects a broader industry struggle to define what counts as AI in 2025. Developers increasingly rely on AI-assisted coding, animation and research systems behind the scenes, which many players may not consider relevant. With no consensus on whether transparency should focus on consumer clarity, ethical labor concerns or marketing implications, the dispute over “Made with AI” labels appears unlikely to settle soon.
Source: Tom’s Hardware