If the use of generative AI in games was represented with a highway, we could see two lanes. The fastest are companies that increasingly adopt the use of these tools.
Then there would be the “debate route”, slower and noisierwhere supporters and detractors present their arguments about generative artificial intelligence.
Now enter the discussion Tim Sweeney, who (surprise) is a staunch supporter of the use of AI. In truth, rejects games indicating their use…Something that didn’t go down well on social media.
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Tim Sweeney doesn’t want games to indicate the use of generative AI
Through your X account, Epic CEO expressed his displeasure put Steam Game Tagwhich requires detailing the use of generative AI.
Sweeney was responding to Unreal Engine engineer and developer Matt Workman, who argues that Steam and all digital stores should omit the AI labelbecause “it doesn’t make sense anymore”.
“I agree”says Sweeney. The AI seal is relevant for art exhibitions, as it allows the disclosure of authorship, and for digital content licensing marketswhere buyers need to understand the rights situation”.
“But it doesn’t make sense for video game stores, where AI will be present in almost all future productions”.
When another user shares a photo of Gabe Newell with diamonds in his teeth, Tim reinforces his position: “why limit ourselves to AI? We can force developers to say their shampoo brand. Customers deserve to know!”.
In addition to his prolonged confrontation with Valve, Sweeney’s position found support in figures such as the aforementioned Workman or Andrew Price; but also numerous criticisms.
Most agree that if they advocate AI so much and it is so beneficial, why do they want to hide its use in games?
“Inform consumers about something they want to knowbefore you buy, it’s exactly how a free market should work.”says one user.
Another adds that “why hide it? If everyone is so excited about AI, and it’s “just another tool”, why not tell users?”.
And there are those that are more precise: “This is why you’ll never beat Steam. You say the label doesn’t make sense for stores,” but the problem is that is aimed at BUYERS”.
The AI debate is far from reaching its climax. Its use has passed the point of no return, with consequences that, for better or worse, will be (very) noticeable in 2026.