Epic Games CEO Tim Sweeney has said that ‘Made with AI’ labels on game storefronts are meaningless, as AI is becoming a standard part of game development around the world (via Games Industry).
Sweeney’s remarks come in response to a growing debate in the gaming industry about how to disclose the use of generative AI in games. He voiced his opinion on X after another user suggested that platforms like Steam drop the “Made with AI” tag.
Sweeney agreed, stating that this type of label only makes sense in contexts such as art exhibitions or marketplaces dealing with digital licensing where authorship and rights require transparency. He emphasised that for game stores the label has become redundant because nearly all future games will incorporate AI at some stage of development.
Currently, Steam requires developers to disclose any AI-generated content used in their games. For example the cooperative shooter Arc Raiders lists a public note saying the developers employed procedural- and AI-based tools during production.
That practice was recently challenged by Sweeney, who said continuing to flag AI usage is like putting disclaimers where they no longer serve a purpose. He argued that making AI use a selling point or warning label treats it as exceptional when in fact it is becoming a background norm in game creation.
Sweeney added his concerns extend beyond just transparency. He criticised the effect of mandatory AI disclosure policies for small developers. He suggested that the requirement may discourage or stigmatise creators and transform simple storefront pages into a minefield of categories that hinder rather than help.
Still, not everyone agrees with his viewpoint. Some argue that disclosures around AI existence are necessary for consumers to make informed decisions, especially given ongoing concerns about originality, licensing and ethical use of AI-generated assets.
Sweeney’s stance arrives during a period when generative AI is becoming ubiquitous across creative sectors including gaming. Many studios now rely on AI tools for asset generation, code optimization and content creation, raising questions about how to define traditional game development.
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In that case, mandate it by law
In that case, make the Made By AI tags even bigger