Why does Epic CEO Tim Sweeney think AI tags on games are illogical?

Tim Sweeney believes AI will be involved in nearly all future game production, making specific labeling nonsensical.

How prevalent is AI-generated content on Steam as of late 2025?

As of July 2025, 7% of Steam's library, totaling 7,818 titles, disclose generative AI usage.

What is Tim Sweeney's outlook on the future of AI in game development?

Sweeney predicts AI will enable smaller teams to create large-scale games and invent entirely new genres.

Home / Technology / Epic CEO: AI Labels Make No Sense for Games

Epic CEO: AI Labels Make No Sense for Games

29 Nov

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Summary

Epic Games CEO Tim Sweeney questions AI labeling in game stores.
Generative AI is increasingly used in game development for art and dialogue.
Steam now has 7% of its library disclosing AI usage, up from 1%.

Epic CEO: AI Labels Make No Sense for Games

Epic Games CEO Tim Sweeney has voiced strong opinions against game stores labeling products for AI use, stating it is nonsensical given AI's inevitable integration into future game creation. Sweeney suggests such tags are only pertinent for art disclosures and digital rights management. Generative AI is rapidly becoming a standard tool in game development, impacting areas from visual art to dialogue writing and voice acting.

Online platforms like Steam, while permitting AI-generated content, mandated clear labeling starting January 2024. Sweeney's remarks come as research indicates a substantial increase in AI-disclosed titles on Steam, growing from 1% to 7% of its library within a year. This trend highlights the growing adoption of AI tools within the industry, despite some developers like Nintendo and Obsidian Entertainment expressing caution about immediate generative AI implementation.

Sweeney is a vocal proponent of AI's transformative potential in game design. He previously suggested that AI will enable smaller teams to create games on the scale of major titles and pioneer entirely new game genres. This forward-looking perspective positions AI not just as a tool but as a fundamental driver of innovation and accessibility in the future of video game development.