The CEO of Epic Games, Tim Sweeney, has argued that platforms like Steam should not label games that are made using AI.

Responding to a post on Twitter from a user who suggested that storefronts drop this tag, the industry exec said that it “makes no sense” to flag such content. Sweeney added that soon AI will be a part of the way all games are made.

“The AI tag is relevant to art exhibits for authorship disclosure, and to digital content licensing marketplaces where buyers need to understand the rights situation,” Sweeney said.

“It makes no sense for game stores, where AI will be involved in nearly all future production.”

Since January 2024, Valve has allowed “the vast majority of games” using AI on its Steam platform, but requires developers to disclose how the tech has been used. This was an about-turn on the PC giant’s previous policy, which was much more tentative on AI.

Data from Totally Human Media published in July 2025 showed that seven per cent of the games on Steam disclose the use of generative AI; the previous year, just 1.1% of titles on Valve’s platform used the tech.

Indie platform Itch.io has also required developers to disclose whether generative AI was used in the creation of their games since November 2024.

Sweeney’s remarks about AI becoming a ubiquitous part of the game development process echo statements made by the CEO of Nexon; earlier in the month, he said that: “it’s important to assume every game company is using AI“. This followed controversy around Embark Studios’ Arc Raiders, which used AI for voice lines.

The Fortnite boss also weighed into that particular debate, arguing that: “[AI] increases human productivity in some areas by integer multiples, and views on whether this is a net good and should be rewarded, or bad and should be fought against, are speculative and generally distributed along political lines.”