Epic Games CEO criticizes Steam AI disclosure rules

Epic Games founder Tim Sweeney has criticized Valve’s policy on Steam, which requires developers to disclose the use of generative AI in their games. Sweeney characterized the mandatory labeling as a form of “witch hunt” against developers, arguing that AI has become a fundamental productivity tool similar to compilers or drawing tablets.

Valve maintains that the disclosure policy is intended to protect consumer rights, ensuring players know whether content was created by humans or algorithms. While the platform allows the use of legal generative tools, it requires a dedicated section on store pages to identify AI-assisted assets.

This debate occurs as Epic Games undergoes a major strategic restructuring to achieve “full AI acceleration.” The company is integrating AI into the core development of Unreal Engine and Fortnite to combat rising 3A game development costs. While Epic reports that AI has increased prototyping speeds by up to ten times, the industry faces growing tension regarding workforce displacement and content inflation on platforms like Steam.